- Hardcover: 302 pages
- Publisher: Houghton Mifflin Company; 1st Printing edition (2009)
- Language: English
- ISBN-10: 0618620117
- ISBN-13: 978-0618620111
- Product Dimensions: 8.5 x 5.7 x 1 inches
- Shipping Weight: 1 pounds
- Average Customer Review: 314 customer reviews
- Amazon Best Sellers Rank: #435,303 in Books (See Top 100 in Books)
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How We Decide Hardcover – 2009
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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 reasonâand 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”âfrom 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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---The Good Points---
* Lehrer does an excellent job of summarizing what is known about the brain's process for making decisions. He takes the reader through many examples of what happens on a chemical/electrical/biological basis inside the brain when it is going through a specific thought process. I found this material fascinating.
* There is also a good amount of material presented on how the brain makes decisions, and how this decision process can be enhanced or corrupted based on outside factors-how busy the brain is, the external environment, preconceived notions. In one experiment that I found fascinating, people were asked to remember either a 2 or 7 digit number. Those tasked with the two digit number were far less likely to be tempted by an offer of chocolate cake. Explained very much about my diet...
* Lehrer also takes the reader through numerous real world examples of decisions made in real time, and under stressful circumstances. Airline pilots seem to be a favorite area or research, and some of the stories and analysis were fascinating.
* The book is easy to read, light on technical and medical jargon, and presented more as mass-market non-fiction than any sort of research or scholarly work. I found it to have just the right level of technical detail, but I am pretty much a novice as brain surgery.
---The Not-So-Good Points---
* There is nothing new in the book, at least that I could discern. Mostly it is a rehash of existing work, albeit with some explanatory verbiage wrapped around it. Anyone who has read other books in this general area would probably be disappointed.
* It ended too soon. For each of the chapters, I always wanted to read more material about the subject and explanations of the results observed.
An excellent book if you haven't read much material in this area.
The real life examples from sports, politics, commercial aviation, gambling, etc may seem a little dated, but they are still applicable.
As readers learn from this book, there are many factors at work when facing a problem. The decision making process is not necessarily a choice between logical thinking or gut reactions, but rather a careful blend of both rational and emotional thought. Shedding light on what neuroscience has uncovered about this process can help people assess and improve their own decision making skills.
While some reviewers criticize How We Decide for being a lightweight in the neuroscience arena, its accessibility is just what makes this a great introduction for those new to the field. And clear, down to earth books like this are needed to attract a larger audience.
How We Decide is a thought provoking read that uses real world examples to clearly explain recent advances in neuroscience. It is a thoroughly interesting book that will leave readers examining their own decisions and possibly open their minds to a new way of thinking about both their own and others' intentions.
I see many of the reviewer complaints about "How We Decide" are because the book isn't technical or scientific enough, but it's not meant to be a college textbook. Just a really good overview of what's been going on recently in the field of neuroscience. In that, it succeeds brilliantly. Well written, not too technical. In fact, in my mind it was just right. Except for the length...I really didn't want it to end!
The author gives some nice ideas that seem like they would help with creating more cohesive models of the mind then already exist, but then goes back to the main ideas that feel fairly forced by the end of the book and repetitive. I enjoyed the book, and bits of it will stay with me for a fair while and for that I recommend it. But I can't say it's impressive, and often it feels like weak evidence is given as support, so to anyone trained in Psychology I'm unsure how much they would benefit from it.