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Customer Review

on February 21, 2012
Why should you buy this book? If you are stubborn it will help explain why you are stubborn. It also provides a bulletproof excuse for being stubborn. "It's not me that's stubborn it's my brain that's stubborn." Di Salvo reminds us brain processes are not only functional allies in the daily survival campaign but also stealthy saboteurs.

Whether we hate statistics or not, Di Salvo elaborates, our brains lavish in probability by frantically calculating likely outcomes, often using inappropriate formulas and incomplete data, all in the name of efficiency to quickly to bask in reduced uncertainty. Job done; brain is happy. Oops, what if that rascal questing for speedy resolution and decisional-euphoria missed some important stuff? Well, then maybe you'll die, or worse yet, later discover your spouse really does hate your best friend coming over every Thursday night.

Structurally, as other reviewers note, the book falls prey to the strong start, loosely organized middle, strong finish pattern. This is common in non-fiction books written by excellent essayists and often traceable to editor-intervention like--we need 80 more pages! Can you go over your notes? The middle section isn't totally useless because a variety of other relevant topics such as habituation, the illusion of control, and memory games are covered. Plus there's a solid reference section (Notes) and functional index, not to mention two, yep two, added chapters ("Special Sections"). One contains additional readings, the other summaries of the author's fave research studies. OK, some of it really is padding but at least its relevant padding.

Some effort is made to position the book in a niche distant from other likely self-help-shelf neighbors. But, you can help yourself by reading this book. Actionable suggestions for combating the brain's less desirable operational modes are presented. Di Salvo just refers to these tips as "takeaways," "knowledge clues," or "implications." Fifty such summary prescriptions are filled in the "Mind the Gap" chapter. The book's real differentiating dimension is the focus on underlying science.

Much of the foundation material is simply not that new but recent research is exceptionally well summarized and effectively made palatable. Roots of the main premise, the brain likes consistency and fights bloody hard to achieve it, are grounded in decades-old research sporting umbrella terms such as "cognitive consistency." It takes a good writer to demystify such material and Di Salvo is a good researcher/writer and an apt storyteller too, so it's unlikely you'll be bored.

Do you really want to plow through several 700-page graduate-level textbooks and back issues of twenty different academic journals to gain a foothold on this material? I agree with your brain on that score, the likely answer is...No. So, suffer the relatively minor shortcomings and buy this book. If, after reading it, you quickly conclude you've wasted $12 then blame your brain. Ironically, that might make it happy. Just don't go entropic! As Di Salvo summarizes in the last chapter, "Living is, after all, is messy business, and more often than not, it is ambiguity rather than clarity filling our mind-space."
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