Books Price Comparison (Including Amazon) - Guaranteed Lowest Prices on Books


How We Decide

How We Decide
Author: Jonah Lehrer
ISBN 13: 9780618620111
ISBN 10: 618620117
Edition: 1st Printing
Publisher: Houghton Mifflin Company
Publication Date: 2009
Format: Hardcover
Pages: 302
List Price: N/A

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. 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 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: How does the human mind make decisions? And how can we make those decisions better?

The New York Times - Steven Johnson

Explaining decision-making on the scale of neurons makes for a challenging task, but Lehrer handles it with confidence and grace. 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.