Because The Undoing Project is a non-fiction work, the purposes of analysis are a little different, but essentially the same. What does it mean that Michael Lewis picks these two dynamic scientists, Tversky and Kahneman? Well, firstly it means that the book is basically about the intersection of behavioral psychology and marketing. The main idea is that people feel their motivation is one way, but scientific testing has shown that actually, humans are incredibly easy to influence.
One of the main analytical take-aways of this principle from a moral point of view is that people should become more familiar with heuristics, or the study of their own motivation, because it's dangerous for people to feel deep loyalties to an ideology or belief when these things are true of our minds. One obvious implication of the work, therefore, is to think for yourself, and not just to know what you believe, but to honestly and skeptically scrutinize the belief system that led to those ideas. In light of how easily manipulated we are because of psychological exploitation in the marketplace, the correct response must be hesitance, self-criticism and moderation.
Another implication of this is that if you want to influence people, the correct way to do that is not the intuitive way. Intuition would have you speak the loudest and make the most persuasive arguments, but science has shown that a more nuanced approach is better suited for changing beliefs, such as making a person think that other people they would trust have already decided a certain thing, or by making someone feel a loyalty to an abstract.
In other words, we're very predictable and easily influenced. Knowing that could mean anything, depending on one's motivations. It could help a business to advertise effectively. It could be used to brainwash an entire people group into heinous behavior. It really just depends on the person's intents.
