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How We Decide
 
 
Author
Jonah Lehrer.
Publisher Mariner  
Format paperback
Product Dimensions 8 x 5.25 x 0.8 inches
ISBN 9780547247991
Pages/Publication Date 302/2010
Daedalus Item Code 22897
This item is not available.
Description
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 neuroscientists open the mind's black box, they are discovering that this is not how the mind works; our best decisions are a finely tuned blend of both feeling and reason, and the proper mix depends on the situation. Here Jonah Lehrer arms us with the tools we need, comparing research from leading scientists with the practices of the world's most interesting "deciders." He shows how the fluctuations of a few dopamine neurons saved a battleship during the Persian Gulf War, and how the fevered activity of a single brain region led to the subprime mortgage crisis.

"As Lehrer describes in fluid prose, the brain's reasoning centers are easily fooled, often making judgments based on nonrational factors like presentation (a sales pitch or packaging).... Lehrer is a delight to read, and this is a fascinating book that will help everyone better understand themselves and their decision making." —Publishers Weekly (starred review)

"Cash or credit? Punt or go for first down? Deal or no deal? Life is filled with puzzling choices. Reporting from the frontiers of neuroscience and armed with riveting case studies of how pilots, quarterbacks, and others act under fire, Jonah Lehrer presents a dazzlingly authoritative and accessible account of how we make decisions, what's happening in our heads as we do so, and how we might all become better deciders. Luckily, this one is a no-brainer: Read this book."—Tom Vanderbilt

 
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