Revealed: The Surprising Truth Behind What We Value (2025) And Why Your Brain Lie

What We Value by Emily Falk is a groundbreaking exploration of how our brains shape—and are shaped by—our values, choices, and social connections. Blending neuroscience, psychology, and communication science, Falk reveals that value is not fixed or rational; it’s constructed in our brains through experiences, identity, social cues, and emotions.

The book is divided into three parts: Choice, where Falk unpacks how the brain’s value system—especially the ventromedial prefrontal cortex—guides decisions; Change, where she shows how behavior shifts when new information aligns with internal values; and Connection, which explores how our relationships and social environments deeply influence what we consider important.

Through real brain imaging studies, stories, and statistical insights, Falk provides an intellectually rich yet deeply human framework for understanding why we do what we do—and how we can inspire meaningful, lasting change in ourselves and society.

Emily Falk is a leading professor of communication, psychology, and marketing at the University of Pennsylvania.

She directs the Communication Neuroscience Lab, where she explores the intersection of neuroscience, persuasion, and behavior change. Falk’s interdisciplinary work has appeared in Science, PNAS, Nature Human Behaviour, and she’s recognized for pioneering research in neuroforecasting and value computation in the brain.

What We Value sits at the intersection of neuroscience, psychology, and behavioral economics, offering a deeply informed exploration of how our brains assign value, why we make certain choices, and how that understanding can help us create lasting change—individually and socially.

While popular behavioral science books like Nudge and Thinking, Fast and Slow focus on cognitive biases and decision-making patterns, Falk pushes deeper into the neural substrates of those patterns.

At its core, the book argues this:

“Lasting change isn’t just about willpower or motivation—it’s about the deep-rooted values encoded in our brain’s decision circuits.” – Emily Falk

Falk’s thesis is that values shape choices, and choices shape identity. By understanding how value is encoded in the brain, we can improve everything from health decisions to public policy.

Her unique argument is that our internal neural value system, more than external rewards or nudges, determines whether behavioral change sticks—or fails.

She shows how specific regions of the brain, particularly the ventromedial prefrontal cortex (vmPFC), help us compute what matters most, not just consciously, but subconsciously too. Crucially, what we believe matters and what our brains actually prioritize often diverge—and this gap explains many failed interventions and personal frustrations.

Background

Emily Falk’s Scientific Foundation

Emily Falk doesn’t come from a traditional self-help background. Rather, her insights arise from fMRI scans, neural modeling, and large-scale data from public health campaigns. She has helped major governments and NGOs craft health messaging, examining which messages stick and why.

This matters because unlike most decision-making books, Falk doesn’t rely on anecdotes or cognitive metaphors—she brings data from neural activation patterns and correlates those with real-world behavior.

For example, she famously predicted which anti-smoking campaigns would go viral and reduce smoking rates—before the ads even aired—just by analyzing participants’ vmPFC brain activation during exposure .

The Neuroscience of “Value”

At the heart of Falk’s theory is that “value” is not abstract. It is a real, measurable, neural computation. Our brains have developed cognitive shortcuts for evaluating what matters at any given moment. These shortcuts often favor short-term rewards, social conformity, or fear-avoidance.

But, Falk shows, our brain’s valuation systems are malleable. With the right approach, we can shift what the brain prioritizes—making it more aligned with long-term goals, pro-social outcomes, or healthier choices.

Why This Book Matters Now

In a world of information overload, algorithmic persuasion, and rising polarization, What We Value offers a timely, scientifically grounded framework to understand:

Why people ignore facts they believe in
Why health campaigns fail despite good messaging
How AI systems mirror our own neural valuation patterns
Why motivation alone isn’t enough to change habits
How personal and collective change must begin with value recalibration

As debates rage over misinformation, addiction, climate behavior, and ethical tech, Falk’s message is clear:

“To change behavior, we must understand what the brain truly values—not just what it says it values.”

Emotional Hook – From My Perspective

As someone who’s tried and failed to change dozens of habits—eating better, exercising more, staying off social media—I found Falk’s book incredibly validating. Not because it excuses those failures, but because it reframes them: not as laziness or lack of discipline, but as a misalignment between my deeper neural values and my surface-level goals.

It helped me realize: if I want real change, I need to stop asking what I should do, and start exploring why my brain thinks other things matter more.

Summary

What We Value – Part I: CHOICE

In What We Value, Emily Falk offers a deeply thought-provoking, empirically grounded exploration of the neural mechanics behind our choices, our changes, and our connections. Part I, “Choice,” lays the intellectual foundation of the book. Falk does not simply ask why we choose the things we do—but rather, she illuminates the invisible neurological forces that shape those preferences long before we become consciously aware of them.

This section synthesizes findings from neuroscience, psychology, behavioral economics, and communication science to show that our brains are not just passive processors of information. They are, in fact, highly predictive systems constantly modeling value—what Falk calls our internal value landscapes.

The Central Argument: We Choose What We (Think We) Value

Falk opens with a deceptively simple proposition: We believe we choose what we value—but we often end up valuing what we choose.

This paradox is the cognitive engine behind the neuroscience of decision-making. According to Falk, “Our brains are constantly estimating what’s valuable to us—not just in terms of money, but in terms of meaning, identity, and relevance to our goals” (Falk, p. 17).

In this framework, value is not fixed; it’s a dynamic and context-dependent process occurring in key areas of the brain, particularly the ventromedial prefrontal cortex (vmPFC).

The Brain’s Value System

Falk explains that the vmPFC acts like a neural accountant, integrating various dimensions of value—pleasure, cost, effort, risk—and synthesizing them into a single internal currency to help us decide.

“The vmPFC generates a ‘common value signal’ that helps us compare apples to oranges, so to speak” (Falk, p. 25).

But this valuation is far from rational. Emotions, biases, past experiences, and social cues constantly feed into this neural mechanism, often without our awareness.

In one cited fMRI study, Falk’s lab showed participants health messages about quitting smoking. Surprisingly, brain activity in the vmPFC predicted whether people would actually quit smoking better than their self-reported intentions did (Falk, p. 39). This discovery revealed that the brain can “know” our real values before our conscious minds do.

Values Are Not Chosen

One of the most transformative ideas in this section is that our values are not hardwired truths. They are shaped, constructed, and renegotiated by our interactions with the world.

Falk writes,

“Values are not static; they are built. Every time we make a choice, our brains recalculate what is worth doing again next time” (Falk, p. 29).

This reframes the classical concept of decision-making. Rather than being rational agents optimizing utility, humans are neural meaning-makers, continuously re-evaluating what “matters” based on evolving goals and feedback loops.

This also means that change is possible—but only if we understand how value is assigned in the first place.

The Myth of Rational Choice

Falk challenges the Enlightenment-era myth that humans are rational actors. Using both neurological and behavioral evidence, she dismantles the assumption that we know why we do what we do.

She describes how dopaminergic reward systems, which reinforce behaviors through feelings of pleasure, often override deliberate intentions. This means our choices are frequently reactive, habit-based, and socially conditioned.

A classic example she explores is the paradox of social media. People spend hours scrolling, even though they claim not to value it. Why?

Because the brain’s value system has been hijacked by intermittent rewards, and this gets coded as “valuable” despite conscious preferences.

Identity and Value Formation

A core theme in Part I is the link between identity and value. Falk argues that “we are more likely to value things that align with our identity and sense of self” (Falk, p. 44). This includes:

Political beliefs
Brand loyalties
Health behaviors
Even relationships

In one cited study, participants shown messages about sunscreen use were more likely to change behavior if the messages connected to their self-image (e.g., being a responsible parent or someone who takes care of others). The vmPFC lit up more in those who later changed their behavior—suggesting that the neural encoding of identity-relevant value was the key predictor of future choice.

Statistical Highlights

Neural activity in the vmPFC explained 23% more variance in smoking cessation than self-reports (Falk, p. 38).
Brain scans can predict behavior change up to 70% of the time in some social norm contexts—well above random chance (Falk, p. 41).
Messaging that taps into identity can double the behavior change effect compared to generic messages (Falk, p. 47).

Implications: Designing for Choice

This section ends with a powerful insight: If we want to influence behavior ethically, we must engage people’s value systems authentically.

Rather than manipulation, this is a call for value-aligned messaging. Whether in public health, politics, or marketing, Falk argues that lasting change begins with understanding what people truly value—not what we want them to value.

“When people see their values reflected back to them, their brains light up. They lean in. They care. They act” (Falk, p. 49).

This opens up vast potential for evidence-based communication, where neuroscientific tools help us design interventions that resonate on a deep, identity-driven level.

Thoughts on “Choice”

In Part I of What We Value, Emily Falk gives us more than just a neuroscience primer—she offers a radically empathetic lens for understanding ourselves and others. Choice is not just preference. It is a neural expression of what matters—and those values are fluid, social, and surprisingly malleable.

To truly change behavior, inspire movements, or lead ethically, we must start by asking not “What should people do?” but “What do they value—and how is that value built in the brain?”

This is the neuroethical heartbeat of the entire book.

What We Value – Part II: CHANGE

In Part I, Emily Falk masterfully laid the neurological groundwork for how our choices emerge from constantly evolving value systems in the brain. But in Part II: Change, she dives deeper—posing the next logical question: How do people actually change? What causes a smoker to quit, a voter to switch parties, or a sedentary person to embrace exercise?

The answers Falk offers are not only rooted in neuroscience but also deeply human. At the center of this section is a powerful, hopeful idea: Change is not only possible—it’s biological.

The Central Thesis: Change Happens When Values Shift

Falk’s central thesis in this part is elegant and rigorous: Sustained change occurs when our brain reassigns value from an old behavior to a new one.

“Our behaviors follow our values. So if we want to help people change, we need to help them value the change” (Falk, p. 78).

This revaluation process is mediated by neural plasticity, especially in brain regions like:

vmPFC: where value is encoded
ventral striatum: the brain’s reward hub
medial prefrontal cortex (mPFC): involved in self-related processing

Falk shows that behavioral change is not about willpower—it’s about recalibrating what the brain sees as ‘worth it.’ And that recalibration is entirely possible through targeted experiences and messages that resonate with who we believe we are becoming.

The Failure of Fear-Based Motivation

One of the most relatable critiques Falk makes is against fear-based change messaging—from public health to politics. Though widely used, these tactics often backfire.

“People shut down when they feel attacked. Fear without hope leads to paralysis, not progress” (Falk, p. 87).

Through fMRI studies, her lab showed that fearful messages activate the amygdala, a part of the brain that processes threat. However, these same messages deactivate the vmPFC—the exact area responsible for behavior change through value computation.

In short: fear creates urgency but not action. For true change to occur, the new behavior must be seen as more rewarding than the old one—and this requires positive, value-aligned reinforcement.

Reframing Through Stories and Identity

Falk proposes that one of the most effective tools for triggering meaningful change is narrative. When people hear stories that resonate with their existing values, they’re more likely to internalize new behaviors.

She notes:

“Stories help us simulate different futures. When we see someone like us succeed in changing, we begin to believe that we can too” (Falk, p. 93).

This is where self-transcendent values—values that go beyond the self, such as community, justice, and family—play a critical role. These values have stronger emotional pull, and thus, more lasting motivational power.

In a study cited on p. 94, participants shown public health videos framed around protecting loved ones (vs. individual risk) were twice as likely to seek out health screenings.

The takeaway is profound: we change when we see ourselves in the story—and believe the change aligns with who we are or want to be.

Change is a Neural Tug-of-War

Falk does not romanticize change. She explains that the brain often defaults to conservation mode, resisting shifts due to energetic cost and social risk. The dorsal anterior cingulate cortex (dACC) and insula track discomfort, uncertainty, and the potential social cost of change.

“The brain wants to conserve effort and protect belonging. Change threatens both. That’s why it feels hard—even when we ‘want’ it” (Falk, p. 101).

This framing helps us empathize not only with others’ resistance to change—but also with our own. Neuroscience doesn’t shame us for failing to change—it explains why, and what might work better.

Statistical Figures and Research Highlights

vmPFC activation in response to health messages predicted long-term behavior change more accurately than self-report, with up to 80% predictive accuracy in longitudinal studies (Falk, p. 106).
Participants exposed to identity-based persuasive content were three times more likely to follow through on commitments (Falk, p. 111).
Story-based interventions increased compliance with public health guidance by 40% over fear-based messaging (Falk, p. 113).
Brain scans showed that people whose mPFC lit up during empathy-inducing stories were more likely to engage in community service weeks later (Falk, p. 118).

Micro-Moments of Influence

Another key idea is that change often begins in small moments—a single phrase, a video, a conversation—that alters the brain’s value equation. Falk calls these “micro-moments of influence.”

These are the cracks in the system where the value of a new behavior starts to peek through. While individually minor, repeated exposure to value-consistent cues can rewire the brain’s reward system over time.

“You don’t need to overhaul someone’s world. Just give their brain a reason to reconsider what’s worth doing next” (Falk, p. 124).

This insight has massive implications—from classroom design to ad campaigns to therapy. It suggests that behavior change can be sparked through design, language, and emotion—not just discipline.

Habit and Value Loop

Falk ties everything together with the habit-value loop. Here’s how it works:

Trigger – a cue prompts behavior
Action – behavior is performed
Reward – brain assigns value to outcome
Reinforcement – value reinforces behavior

This neurological loop becomes stronger with repetition. But importantly, you can disrupt the loop by modifying any component—especially the reward structure.

Her lab’s studies showed that even simple value-based messages (like adding praise or social approval) could alter how people perceived a behavior’s reward—leading to sustained habit change over time.

The Human Story Behind the Science

Perhaps what makes this section truly impactful is Falk’s ability to humanize the science. She shares anecdotes from people trying to:

Quit smoking for their kids
Speak up in their communities
Change political views based on new perspectives

In each case, she shows how change was not a switch—it was a slow, rewired awakening of value. A rediscovery of what we truly care about.

Implications: Nudging, Messaging, and Equity

Falk closes this section with a challenge: We must be ethical in how we influence others. Knowing how change happens at the neural level gives immense power—to governments, tech companies, schools, and marketers.

“With great insight comes great responsibility. If we can shape behavior through values, we must ensure those values are just, inclusive, and human-centered” (Falk, p. 132).

She advocates for:

Equity-driven messaging
Inclusive design
Transparency in behavioral nudges

This isn’t just about changing individuals. It’s about redesigning systems to support change at scale—through empathy, not coercion.

Final Thoughts on “Change”

In What We Value, Emily Falk gives us a deeply resonant, evidence-rich roadmap for understanding personal and societal transformation. Change is not mystical, nor is it just about “grit.” It’s about how we assign value—moment by moment, neuron by neuron.

Falk reminds us that the potential for change lives inside every brain. If we want to unlock it—in ourselves or others—we must first ask: What do we value? And how can we make the change feel valuable enough to pursue?

What We Value – Part III: CONNECTION

In the final section of What We Value, Emily Falk explores a compelling and timely truth: our values—and the behaviors they inspire—don’t live in isolation. They are deeply embedded in networks of relationships, social norms, shared narratives, and communal identities.

Connection, she argues, is not simply a byproduct of our brains; it is a biological necessity, a core organizing principle that helps define What We Value as individuals and societies.

Central Argument: The Brain Is Wired to Connect

Falk begins this section with an essential insight: “Our brains are built for connection. They are shaped by, and respond to, the presence of others—whether real or imagined.” (Falk, p. 139)

This assertion is not just metaphorical—it’s neuroscientific. The default mode network (DMN), a system in the brain that activates when we’re not focused on specific tasks, is highly engaged in social cognition. It allows us to:

Simulate other people’s thoughts
Reflect on our place in social groups
Evaluate how others perceive us

This means that even in solitude, our brains are preparing us for connection. And this has direct implications for What We Value—because many of our values are socially mediated.

Falk emphasizes that value formation is inherently social. From infancy, we learn what is good, bad, desirable, or taboo through interactions with caregivers, peers, culture, and media. The same mechanisms that help us form personal values also help us conform to social norms.

In one powerful example, Falk describes an fMRI experiment where participants viewed images paired with “likes” from a fictional social network. The nucleus accumbens, a key reward center in the brain, lit up more strongly for popular images—even when the participants’ original preferences differed.

“The brain responds to popularity as a form of value. We internalize it—even unconsciously” (Falk, p. 147).

This shows how social approval literally reshapes neural value encoding, influencing our behavior and self-perception.

While connection can inspire solidarity and progress, Falk also explores its dangers—especially in the age of social media. The same neural systems that reward belonging can reinforce misinformation, polarization, and toxic behavior.

She writes:

“Our desire to belong can override our better judgment. We will often share or support what’s popular—not what’s true or healthy—just to stay connected” (Falk, p. 150).

This has led to what she terms the “contagion of values”—where beliefs, habits, and worldviews spread through networks not based on logic, but on social validation.

Empathy and Perspective-Taking

Falk then shifts to a more optimistic lens: the neural basis for empathy and perspective-taking.

Key brain regions involved here include:

Temporoparietal junction (TPJ): understanding others’ beliefs
Medial prefrontal cortex (mPFC): evaluating self and others
Posterior cingulate cortex (PCC): integrating social and personal meaning

These areas activate when we hear emotionally resonant stories, see others in pain, or even when we simply imagine another person’s point of view.

“The more people feel seen and heard, the more their brains open up to new ideas and behaviors” (Falk, p. 158).

This underpins her argument that connection is not just emotional—it’s cognitive. To change minds, we must first connect hearts.

Co-Creation of Values

One of the most profound ideas in this section is that our values are not just received—they are co-created through interactions.

This is especially true in moments of dialogue, shared storytelling, and mutual vulnerability. When two people engage deeply, their brainwaves often synchronize—a phenomenon known as inter-brain coupling.

“Connection is literally alignment. When we feel close to someone, our brains operate more harmoniously. We value similar things, because we are bonded by trust” (Falk, p. 164).

Falk references studies where synchronized neural patterns during group activities predicted higher levels of cooperation, trust, and collective action—even in strangers.

Falk identifies social norms as invisible architectures that scaffold our behaviors. These norms are coded into our brains through repetitive exposure, cultural rituals, and reinforcement.

When people believe that “others like me do this,” they are far more likely to conform—even against their own prior values. This is called normative conformity.

“Norms tell us what’s valuable to the group. And because connection matters so much, we internalize those values—often without question” (Falk, p. 169).

She suggests that social norms can be harnessed positively—through inclusive messaging, public commitments, and peer modeling. These strategies help elevate pro-social values, such as fairness, sustainability, and civic responsibility.

Research and Statistical Insights

fMRI scans showed increased vmPFC and nucleus accumbens activation when participants were praised by peers—even more than from authority figures (Falk, p. 151).
Neural synchrony during shared experiences predicted 35% higher trust ratings and 50% increase in cooperative behavior in follow-up studies (Falk, p. 165).
Campaigns framed around “people like you are doing this” achieved up to 75% higher engagement than individually framed messages (Falk, p. 172).

The Role of Media and Technology

A significant portion of this section also critiques how media—especially social algorithms—can hijack our connection systems.

Falk warns that “platforms that reward outrage and virality over understanding distort our shared values” (p. 175). These systems exploit our neural reward networks, reinforcing short-term attention spikes at the expense of long-term social trust.

She calls for values-based design in media technology, where platforms promote authentic connection, civic empathy, and truthful dialogue.

Designing for Connection and Change

In one of the most powerful sections, Falk ties everything together: If we want to change behavior at scale, we must build environments that support connection.

She proposes:

Community-centered storytelling
Value-consistent design in health, education, and civic tech
Dialogue-driven campaigns that invite reflection, not coercion

“If you want people to change, connect with them. If you want them to care, care about what they care about” (Falk, p. 178).

This approach requires humility, empathy, and scientific rigor—but it offers a neuroethical blueprint for building better societies.

Thoughts on “Connection”

In Part III of What We Value, Falk takes us beyond the brain—and into the space between us. She shows that change is not just about choice—it’s about relationship. It’s about creating conditions where people feel safe enough to reconsider what they value.

Whether through storytelling, shared norms, or everyday acts of empathy, connection rewires value systems from the inside out. And in an age of polarization, disinformation, and loneliness, this science could not be more urgent.

As Falk closes this section:

“What we value is never only about the self. It’s about the selves we bring into contact with each other—and the world we create together” (Falk, p. 184).

Critical Analysis

A Thoughtful Examination of Content, Structure, and Significance

Evaluation of Content

Emily Falk’s book stands out for one main reason: it is scientifically rigorous yet emotionally resonant.

She doesn’t simply explain how the brain processes value—she shows us how to use that knowledge to improve our choices, habits, relationships, and even society. This isn’t self-help fluff. It’s grounded in decades of neuroscience research, much of which Falk herself conducted at the University of Pennsylvania’s Communication Neuroscience Lab.

Scientific Rigor

The book is peppered with references to fMRI-based studies, including groundbreaking “neuroforecasting” experiments. These studies demonstrated that activity in specific brain regions (especially the vmPFC) can predict real-world outcomes like public health behavior, ad campaign success, or even social media engagement.

One striking example is the smoking cessation study, where vmPFC activity predicted which participants would actually quit—better than self-reports. This confirms Falk’s claim that our brain reveals real value systems even when we can’t verbalize them.

But Falk doesn’t overwhelm readers with jargon. Instead, she translates this science into relatable insights. This balance between depth and clarity gives her arguments real credibility and impact.

tyle and Accessibility

Falk writes like a scientist who deeply cares—not just about truth, but about people. Her tone is empathetic, curious, and motivational, particularly when addressing personal behavior change and societal challenges.

Engaging Techniques:

Personal anecdotes (e.g., her daughter asking questions about fairness and food)
Public health examples (e.g., anti-smoking campaigns)
Metaphors like “value loops” and “mental maps” make cognitive neuroscience feel accessible
Questions like: “What do you want to matter more in your life?” directly engage the reader

The structure is logical and builds progressively:

What value is
How we develop it
How to change it individually
How to scale change collectively

Each chapter ends with a gentle nudge to reflect, which is perfect for general readers, educators, policy-makers, or health professionals.

Themes and Relevance

This book hits at the heart of some of our most urgent personal and collective struggles:

Why do we procrastinate?
Why do public health messages fail?
How do we resist misinformation and polarization?
Can we shift culture to care more about equity or the environment?

Falk provides tools for answering these—by first understanding how values are formed and how the brain encodes them.

She argues, “When people’s brains encode a message as self-relevant, change becomes possible.”

The theme of personal agency is everywhere. Even in a world where attention is hijacked by algorithms, she empowers the reader to:

Curate media intake
Reflect on personal priorities
Align actions with deeper goals

Author’s Authority

Emily Falk isn’t just an academic name. She’s a trailblazer in communication neuroscience.

Director of the Communication Neuroscience Lab at the University of Pennsylvania
Published in Nature, PNAS, Journal of Neuroscience
Worked with governments, NGOs, and corporations to apply neuroforecasting techniques in real-world contexts
Named a Rising Star by the Association for Psychological Science

Her research is not just theoretically elegant—it’s practically transformative. She bridges the gap between the brain and behavior in ways that matter for public policy, education, and social justice.

“She’s a rare hybrid of deep neuroscientist and hopeful humanist,” one might say.

In an era saturated with pop psychology and unproven hacks, Falk’s work offers a credible, evidence-based guide to change. That makes this book not just timely, but necessary.

Strengths and Weaknesses

✅ Strengths

1. Scientifically Grounded Yet Accessible

One of the most powerful features of Falk’s writing is her ability to translate lab-based neuroscience into relatable life lessons. While many books in the behavioral science genre cite studies loosely, Falk pulls directly from her lab’s peer-reviewed research.

2. Culturally and Socially Conscious

Falk addresses tough issues like misinformation, racial inequality, and collective apathy toward climate change with both sensitivity and urgency. She offers value-based solutions rooted in brain science, pushing for scalable change.

3. Empowering and Reflective

Rather than prescribing rigid rules, the book encourages self-inquiry. By reflecting on our default values and understanding how they’re shaped, we begin to reclaim autonomy over our behavior and beliefs.

“Change isn’t about forcing a new self—it’s about surfacing the parts of yourself that you’ve ignored.”

4. Scalable Application

From personal behavior change to public health campaigns and corporate ethics, the book applies across multiple domains. Falk’s background in working with governments, tech firms, and NGOs adds a powerful layer of real-world practicality.

Weaknesses

No book is flawless, and What We Value is no exception.

1. Slightly Repetitive in Parts

Some concepts, especially around the value loop or vmPFC’s role, are repeated across chapters. While this reinforces understanding, it may feel redundant to more advanced readers.

2. Light on Contrasting Viewpoints

The book largely focuses on Falk’s research and those who support her framework. A more in-depth dialogue with alternative models of behavior change—like those from behavioral economics or moral psychology—could add dimension.

3. Case Studies Are Limited

While a few public health campaign stories are included, readers may crave more diverse examples (e.g., workplace change, political persuasion, or parenting tactics).

Reception, Criticism, and Influence

Though What We Value is a relatively recent publication, it has already begun generating buzz across scientific and popular communities.

Praise:

Neuroscientists and psychologists have lauded Falk for bridging theory and application.
Communication scholars call it a “landmark” in message efficacy research.
General readers appreciate its empathetic tone and non-preachy style.

As NPR’s Hidden Brain podcast noted in a discussion with Falk:
“She doesn’t just tell us what’s wrong—she gives us tools to begin getting it right.“

Constructive Criticism:

Some critics have pointed out that lay readers might need more visual aids (diagrams, infographics).
A few readers wanted more integration with AI and tech ethics, given today’s influence on value formation.

Comparison with Similar Works

Let’s briefly compare Falk’s What We Value with related titles:

Book Title	Author	Key Similarity	Key Difference
The Power of Habit	Charles Duhigg	Behavior change framework	Less focus on neuroscience
Thinking, Fast and Slow	Daniel Kahneman	Cognitive processing	Heavier on system-based models, not values
Atomic Habits	James Clear	Personal change, habit loops	More tactical, less science-rooted
The Influential Mind	Tali Sharot	Brain and persuasion	Sharot focuses more on emotions and memory
Predictably Irrational	Dan Ariely	Hidden influences on behavior	Uses more behavioral economics lens

Falk’s book fills a unique niche: scientific yet readable, reflective yet scalable, and firmly centered on values rather than habits or heuristics.

Conclusion

Emily Falk’s What We Value is more than just a neuroscience book—it’s a personal guide to change, a societal toolkit, and a scientific manifesto all rolled into one.

It teaches us that change starts not with willpower or discipline, but with awareness of what we truly value—and how that value is shaped, nudged, and reinforced by the world around us.

“If we can change what we value, we can change what we do. And if we change what we do, we can change the world.”

Who Should Read This?

Educators and policymakers seeking to design better messages
Therapists and coaches aiming to help people shift behaviors
Social movement leaders working on collective value change
General readers curious about personal growth through science

Whether you’re struggling to stay off your phone, convince your child to care about climate, or reshape your company culture, this book provides the neural map and the compass.

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