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How We Decide by Jonah Lehrer
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How We Decide (2009)

by Jonah Lehrer

Other authors: See the other authors section.

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English (48)  Italian (1)  French (1)  All languages (50)
Showing 1-5 of 48 (next | show all)
I love this book: very scientific, yet easy to read and relate. I must read for those who aspire understand human behavior and neurological drivers behind decision making process. ( )
  JagRandhawa | Apr 2, 2014 |
fascinating book, really enjoyed it, good ideas ( )
  njcur | Feb 13, 2014 |
This is an excellent example of the popular science genre. It combines accessible scientific insight with copious pertinent experiments and illustrative case studies to make its subject easy to understand and to apply. By demonstrating the different categories of decisions we make (routine calculations, aesthetic choices, moral judgments, purchasing decisions, etc.) and linking these to the specific brain regions that influence and direct our choices, Lehrer suggests ways in which we can consciously select the best approach to avoid errors. ( )
  phredfrancis | Feb 8, 2014 |
Lehrer book pulled for plagarism
  ecw0647 | Sep 30, 2013 |
False attributions
and self-plagiarism
and plain old plagiarism...
oh, my!
I'm not a journalist; honestly, I have trouble understanding the ethical dilemmas of "self-plagiarism." Yes, I understand that one should cite oneself, but I can also understand why this would fail to occur to an author.

But seriously?
Plagiarising Gladwell?
Making up quotes from Bob Dylan?
Taking quotes from Wikipedia and pretending that they were interviews?
What makes one decide to do that?
Do explain.
  page.fault | Sep 21, 2013 |
Showing 1-5 of 48 (next | show all)
My copy of How We Decide has literally dozens of dogeared pages that I've marked to return to in this reviews as examples of the kind of thing that made me go Wow! and sometimes even buttonhole nearby friends to read them passages.
added by lampbane | editBoing Boing, Cory Doctorow (Sep 8, 2009)
 
As an introduction to the cognitive struggle between the brain’s “executive” rational centers and its more intuitive regions, “How We Decide” succeeds with great panache, though readers of other popular books on this subject (Antonio Damasio’s “Descartes’ Error” and Daniel Goleman’s “Emotional Intelligence,” for example) will be familiar with a number of the classic experiments Lehrer describes
 

» Add other authors

Author nameRoleType of authorWork?Status
Jonah Lehrerprimary authorall editionsconfirmed
Bourlot, SusannaTranslatorsecondary authorsome editionsconfirmed
Colacci, DavidReadersecondary authorsome editionsconfirmed
Kennedy, MarthaCover designersecondary authorsome editionsconfirmed
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Epigraph
Who knows what I want to do? Who knows what anyone wants to do? How can you be sure about something like that? Isn't it all a question of brain chemistry, signals going back and forth, electrical energy in the cortex? How do you know whether something is really what you want to do or just some kind of nerve impulse in the brain? Some minor little activity takes place somewhere in this unimportant place in one of the brain hemispheres and suddenly I want to go to Montana or I don't want to go to Montana.

Don Delillo, White Noise
Dedication
To my siblings,
Eli, Rachel, and Leah
First words
I was flying a Boeing 737 into Tokyo Narita International Airport when the left engine caught on fire.
Quotations
Good decisions rarely emerge from false consensus.
Last words
(Click to show. Warning: May contain spoilers.)
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Amazon.com Amazon.com Review (ISBN 0618620117, Hardcover)

Product Description The first book to use the unexpected discoveries of neuroscience to help us make the best decisions.

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 use the different parts 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 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?

A Q&A with Jonah Lehrer, Author of How We Decide Q: Why did you want to write a book about decision-making? A: It all began with Cheerios. I'm an incredibly indecisive person. There I was, aimlessly wandering the cereal aisle of the supermarket, trying to choose between the apple-cinnamon and honey-nut varieties. It was an embarrassing waste of time and yet it happened to me all the time. Eventually, I decided that enough was enough: I needed to understand what was happening inside my brain as I contemplated my breakfast options. I soon realized, of course, that this new science of decision making had implications far grander than Cheerios. Q: What are some of those implications? A: Life is ultimately just a series of decisions, from the mundane (what should I eat for breakfast?) to the profound (what should I do with my life?). Until recently, though, we had no idea how our brain actually made these decisions. As a result, we relied on untested assumptions, such as the assumption that people were rational creatures. (This assumption goes all the way back to Plato and the ancient Greeks.) But now, for the first time in human history, we can look inside our mind and see how we actually think. It turns out that we weren't designed to be rational or logical or even particularly deliberate. Instead, our mind holds a messy network of different areas, many of which are involved with the production of emotion. Whenever we make a decision, the brain is awash in feeling, driven by its inexplicable passions. Even when we try to be reasonable and restrained, these emotional impulses secretly influence our judgment. Of course, by understanding how the human mind makes decisions--and by learning about the decision-making mistakes that we're all vulnerable to--we can learn to make better decisions. Q: Can neuroscience really teach us how to make better decisions? A: My answer is a qualified yes. Despite the claims of many self-help books, there is no secret recipe for decision-making, no single strategy that can work in every situation. The real world is just too complex. The thought process that excels in the supermarket won't pass muster in the Oval Office. Therefore natural selection endowed us with a brain that is enthusiastically pluralist. Sometimes we need to reason through our options and carefully analyze the possibilities. And sometimes we need to listen to our emotions and gut instinct. The secret, of course, is knowing when to use different styles of thought--when to trust feelings and when to exercise reason. In my book, I devoted a chapter to looking at the world through the prism of the game of poker and found that, in poker as in life, two broad categories of decisions exist: math problems and mysteries. The first step to making the right decision, then, is accurately diagnosing the problem and figuring out which brain system to rely on. Should we trust our intuition or calculate the probabilities? We always need to be thinking about how we think. Q: Are you a good poker player? A: When I was in Vegas, hanging out with some of best poker players in the world, I convinced myself that I'd absorbed the tricks of the trade, that I could use their advice to win some money. So I went to a low-stakes table at the Rio, put $300 on the line, and waited for the chips to accumulate. Instead, I lost all my money in less than an hour. It was an expensive but valuable lesson: there's a big difference between understanding how experts think and being able to think like an expert. Q: Why write this book now? A: Neuroscience can seem abstract, a science preoccupied with questions about the cellular details of perception and the memory of fruit flies. In recent years, however, the field has been invaded by some practical thinkers. These scientists want to use the nifty experimental tools of modern neuroscience to explore some of the mysteries of everyday life. How should we choose a cereal? What areas of the brain are triggered in the shopping mall? Why do smart people accumulate credit card debt and take out subprime mortgages? How can you use the brain to explain financial bubbles? For the first time, these incredibly relevant questions have rigorously scientific answers. It all goes back to that classical Greek aphorism: Know thyself. I'd argue that the discoveries of modern neuroscience allow us to know ourselves (and our decisions!) in an entirely new way. Q: How We Decide draws from the latest research in neuroscience yet also analyzes some crucial moments in the lives of a variety of "deciders," from the football star Tom Brady to a soap opera director. Why did you take this approach? A: Herbert Simon, the Nobel Prize-winning psychologist, famously compared our mind to a pair of scissors. One blade, he said, represented the brain. The other blade was the specific environment in which our brain was operating. If you want to understand the function of scissors, Simon said, then you have to look at both blades simultaneously. What I wanted to do in How We Decide was venture out of the lab and into the real world so that I could see the scissors at work. I discuss some ingenious experiments in this book, but let's face it: the science lab is a startlingly artificial place. And so, wherever possible, I tried to explore these scientific theories in the context of everyday life. Instead of just writing about hyperbolic discounting and the feebleness of the prefrontal cortex, I spent time with a debt counselor in the Bronx. When I became interested in the anatomy of insight (where do our good ideas come from?) I interviewed a pilot whose epiphany in the cockpit saved hundreds of lives. That's when you really begin to appreciate the power of this new science--when you can use its ideas to explain all sorts of important phenomena, such as the risky behavior of teenagers, the amorality of psychopaths, and the tendency of some athletes to choke under pressure. Q: What do you do in the cereal aisle now? A: I was about halfway through writing the book when I got some great advice from a scientist. I was telling him about my Cheerios dilemma when he abruptly interrupted me: "The secret to happiness," he said,"is not wasting time on irrelevant decisions." Of course, this sage advice didn't help me figure out what kind of cereal I actually wanted to eat for breakfast. So I did the only logical thing: I bought my three favorite Cheerios varieties and combined them all in my cereal bowl. Problem solved.

(Photo © Nina Subin, 2008)

(retrieved from Amazon Mon, 30 Sep 2013 13:49:21 -0400)

(see all 2 descriptions)

Offers a fascinating look at the new science of decision-making--and how it can help us make better choices.

» see all 6 descriptions

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Two editions of this book were published by Canongate Books.

Editions: 1847673139, 1847673155

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