How We Decide (Hardcover) ~ Jonah Lehrer (Author) Cover Art

How We Decide (Hardcover)

By: Jonah Lehrer (Author)

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Review

"In this entertaining, insightful book that combines neuroscience with in-depth anecdotes about decision-making by shoppers, NFL quarterbacks, professional poker players, and others, Jonah Lehrer argues that the best decisions are not only rational but blend reason and feeling."

"A central tenet of HOW WE DECIDE is that by knowing how our minds work, we will be better able to use our noodles...In admirable earnestness, the twentysomething author admonishes that if we want to improve our decision-making IQs, we need to make an effort to nurture our inner skeptics. If the reader obeys that advice, he will relish and learn from this substantive and elegantly written book."

"It's fascinating to learn about the reward circuitry of the brain...[but] Lehrer's insights...go well beyond the name-that-transmitter trivia...He has a wonderful section on creativity and working memory..."

Publisher's note

A fascinating journey inside the human mind draws on the latest tools of neuroscience to explore the decision-making process as a blend of both feeling and reason and, utilizing cutting-edge research, explains how we can make better decisions. By the author of Proust Was a Neuroscientist.

Annotation

As you decide whether or not to read this book, keep in mind that our decision-making process is typically informed by a fluid mix of reason and emotion. To use the anatomical parlance, you use both your brain and your gut. But, as Jonah Lehrer tells it, often we mix those ingredients in the wrong amounts, leading to bad decisions, which tend to compound over time. Lehrer shows that, while we often allow irrational factors to dictate our most important decisions, we also tend to overthink many choices where our first instinct is usually correct. By analyzing the stock market, television ads, and poker strategies, he illuminates how we can all become more educated decision makers.

From the acclaimed author of Proust Was a Neuroscientist, a fascinating look at the new science of decision-making--and how it can help us make better choices
Since Plato, philosophers have described the decision-making process as either rational or emotional: we carefully deliberate or we "blink" and go with our gut. But as scientists break open the mind's black box with the latest tools of neuroscience, they're discovering that this is not how the mind works. Our best decisions are a finely tuned blend of both feeling and reason--and the precise mix depends on the situation. When buying a house, for example, it's best to let our unconscious mull over the many variables. But when we're picking a stock, intuition often leads us astray. The trick is to determine when to lean on which part of the brain, and to do this, we need to think harder (and smarter) about how we think.
Jonah Lehrer arms us with the tools we need, drawing on cutting-edge research by Daniel Kahneman, Colin Camerer, and others, as well as the real-world experiences of a wide range of "deciders"--from airplane pilots and hedge fund investors to serial killers and poker players. Lehrer shows how people are taking advantage of the new science to make better television shows, win more football games, and improve military intelligence. His goal is to answer two questions that are of interest to just about anyone, from CEOs to firefighters: How does the human mind make decisions? And how can we make those decisions better?

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