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How We Decide

by Jonah Lehrer
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Product Details

  • Publisher: Houghton Mifflin Co
  • Publishing date: 09/02/2009
  • Language: English
  • ISBN-13: 9780618620111
  • ISBN: 0618620117


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)

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  • A critique of pure reason
    From Amazon

    In the vein of Malcolm Gladwell's Blink or Dan Ariely's Irrational books (Predictably Irrational, The Upside of Irrationality), "How We Decide" takes a social science plus neuroscience approach to the topic of human decision-making. Jonah Lehrer relays social science anecdotes and breaks them down for the reader in terms of the brain regions that make up the emotions and decisions discussed. The studies and stories used for illustration are told in an engaging manner, challenge assumptions, and fuel the reader's desire to learn about the mysterious behind-the-scenes brain activity that science is discovering plays a critical role in decision-making. The emotional parts of our brain handle the hardest stuff. Consciousness arbitrates. Choice book.

  • Fascinating
    From Amazon

    This book eloquently and effortlessly covers the psychological dynamics of the mind. It is a gripping glimpse inside the thought process, or lack thereof, behind our actions. It is not weighed down with useless jargon or inaccessible theories foreign to the non-expert. Instead it is a concise and incredibly informative read. Certainly worth your time.

  • Good but flawed
    From Amazon

    As others have noted, this book is quite good at explaining not only "how we decide," but more important, how we decide wisely or foolishly. I was particularly intrigued to discover that, over time, I'd fallen into precisely the sort of shopping behavior that studies have shown are most likely to lead to long-term satisfaction. I ponder all the factors, and then, without making a decision, browse elsewhere in the store for a few minutes. After that pause to let my subconscious mull over the decision, I almost alway reach a decision I like. The book's chief failing is that the author doesn't pull everything together into a "How we should decide" summary. For me, all the interesting bits and pieces never seemed to come together. Sometimes he cites studies showing that following reason is the best option. Other times the research suggested that it was best to go with gut instinct. I realize that life is complex and research often contradictory, but a bit more summation would have been helpful. --Michael W. Perry, Untangling Tolkien: A Chronology and Commentary for The Lord of the Rings

  • The pop-'Behavioural Economics' market is getting a bit crowded, but this is still worth a look.
    From Amazon

    (This is my review from The Decisive Moment, which is the same book with a different title and cover.) In recent years, there has been a glut of books like How We Decide hitting the non-fiction market, and many parts of this book felt familiar. Like both Outliers: The Story of Success and Sway: The Irresistible Pull of Irrational Behavior How We Decide retells stories of white-knuckle decision-making being made by airline pilots in seriously desperate situations; like Switch: How to Change Things When Change Is Hard many 'classic' social-psychological studies of human behavior are poured over to illuminate how human beings make irrational choices. What makes Lehrer's book interesting is his use of neurobiology to really tease out how different parts of the brain contribute towards the decision making process, and while many Critical Psychologists and/or Philosophers of Mind might cringe at his anthropomorphizing of (say) dopamine-expressing neurons, the author certainly brings something different to the table- some of the ingredients are familiar, but the end product is quite palatable. Other reviewers have caricatured his linkage of mental states with neurological activity, but I found his writing both sober, informative and quite engrossing (he has none of the swagger of say, Steven Pinker, who has covered similar pop-science ground but with a political agenda). Having a somewhat cursory, patchy knowledge of brain anatomy, I didn't find his brain discussions to be too indulgent, although some simple vector drawings of the brain might have helped orientate the reader at different points of the discussion. The book does end with a somewhat wishy-washy self help chapter on how people can apply these insights to their lives, although it feels a bit like like He-Man's moral message at the end of the Masters of the Universe cartoon from the eighties- a bit tacked on to appease a certain demographic. If you are reading this and looking for real practical applications, then you'd do well to check out Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School alongside this, although I think that Lehrer writes slightly better.

  • Go With Your Gut
    From Amazon

    It might seem a stretch, a whole book about how we make decisions but the author brings up a number of very entertaining and illustrative examples to make his points. There's the pilot who landed his crippled plane, and afterward nobody could duplicate his feat in the simulator. There's the quarterback who nearly always finds the open receiver, even on a crowded field of onrushing defenders. There's the professional poker player who knows the odds, but sometimes just goes with his gut anyway. The examples are the best part of the book, because truth-be-told when the author starts analyzing, he seems to fall into the same traps he warns of: over-intellectualizing, over-analysis, failure to screen out unimportant details. The book gets a little repetitive and even self-contradictory as the examples are analyzed over and over. His overall conclusion -- use intellect for your simple decisions, emotion for the complex ones -- may sound counter-intuitive until you begin working through the details of his argument, and then it becomes, well, obvious. A thought provoking book (but don't think about it too much). One of the author's main contributions is to advance the use of CRM (cockpit resource management), the intentional use of contradictory expertise to reach a group consensus. This is the subject of the next book I'll be reading, The Perfect Swarm: The Science of Complexity in Everyday Life by Len Fisher. It is also the main difference between the present administration and the previous one in the United States.

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