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How We Decide [Paperback]

Jonah Lehrer (Author)

4.2 out of 5 stars See all reviews (11 customer reviews)

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Product details

Paperback: 302 pages
Publisher: Mariner Books; 1 Reprint edition (14 Jan 2010)
Language: English
ISBN-10: 0547247990
ISBN-13: 978-0547247991
Product Dimensions: 20.3 x 13.4 x 1.9 cm

Average Customer Review: 4.2 out of 5 stars See all reviews (11 customer reviews)

Amazon Bestsellers Rank: 185,506 in Books (See Top 100 in Books)

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Front Cover | Copyright | Table of Contents | Excerpt | Index

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Most Helpful Customer Reviews

29 of 33 people found the following review helpful

5.0 out of 5 stars A Highly Accessible Description of Helpful Decision Practices for Different Circumstances 22 April 2009

By Donald Mitchell HALL OF FAME TOP 500 REVIEWER VINE™ VOICE

Format:Hardcover

Don't just Blink! Instead, read a series of well-chosen, beautifully told stories of successful and unsuccessful decision practices, along with some rules of thumb for when to rely on emotions, or rigorous logic, or hold a long-term running debate in your head, or how to best mix emotions and logic when appropriate.

Since I was young, any discussion about how to make better decisions quickly turned into a debate between those who liked to follow the rules of logic and those who liked to wait until they get a good feeling about a choice. The reason that debate continued is that both sides are right, and wrong, part of the time. The good decision maker will know when to access which method . . . or to combine them . . . for the best results.

I found How We Decide to be the best introductory book I've read for helping anyone to improve decision practices, depending on the circumstances. For example:

1. When we have little time to decide, need to act, and are quite experienced, relying on our feelings will guide us to a typically high quality answer that our subconscious mind has already figured out. Try to logic that situation out, and we lose the benefit of the feeling and don't around to applying the logic properly.

2. When there are lots of variables and we have lots of time, but the decision isn't important, we can waste tremendous amounts of time comparing things until we eventually make a worse decision than if we went with our feeling-led intuition earlier on. We are particularly at risk in situations where our minds can be misled (we immediately like expensive items better than less expensive ones . . . even when they are objectively inferior, have a hard time resisting a bargain, and don't feel enough pain when we can pay with plastic).

3.... Read more ›

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22 of 26 people found the following review helpful

5.0 out of 5 stars A brilliant analysis of "the power of the emotional brain" 17 Mar 2009

By Robert Morris TOP 100 REVIEWER

Format:Hardcover

With regard to neuroscience, I am a non-scholar who has a keen interest in what the brain and mind are and how they function, and am especially interested in how decisions are made. In recent years, I have read a variety of books that have helped me to increase my knowledge in these specific areas. They include William Calvin's How Brains Think: Evolving Intelligence, Then And Now, Gerald Edelman's Bright Air, Brilliant Fire: On The Matter of The Mind, Guy Claxton's Hare Brain, Tortoise Mind: How Intelligence Increases When You Think Less, Howard Gardner's Five Minds for the Future, Malcolm Gladwell's Blink: The Power of Thinking Without Thinking, and most recently, Torkel Klingberg's The Overflowing Brain: Information Overload and the Limits of Working Memory. I am grateful to these and other volumes for increasing my understanding of the decision-making process while realizing that is still so much more that I need to know. Hence my interest in Jonah Lehrer's book, How We Decide.

In the Introduction after sharing an experience aboard a simulated flight landing at Tokyo Narita International Airport, Lehrer observes: "In the end, the difference between landing my plane in one piece and my dying in a fiery crash came down to a single decision made in the panicked moments after the engine fire...This book is about how we make decisions. It's about airline pilots, NFL quarterbacks, television directors, poker players, professional investors, and serial killers...[Ever since the ancient Greeks, assumptions about decision making have revolved around a single theme: humans are ration.] There's only one problem with this assumption of human rationality: It's not how the brain works...We can look inside the brain and see how humans think: the black box has been broken open.... It turns out we weren't designed to be rational creatures...Whenever someone makes a decision, the brain is awash in feeling, driven by its inexplicable passions. Even when a person tries to be reasonable and restrained, these emotional impulses secretly influence judgment...Knowing how the mind [i.e. `a powerful biological machine'] works is useful knowledge, since it shows us how to get the most out of the machine. But the brain doesn't exist in a vacuum; all decisions are made in the context of the real world."

Then in the Coda, Lehrer re-visits the approach into the Tokyo airport that, we now realize, serves as the central metaphor in his book. "When the onboard computers and pilots properly interact, it's an ideal model for decision-making. The rational brain (the cockpit computers) and the emotional brain (the pilot) exist in perfect equilibrium, each system focusing on those areas in which it has a comparative advantage. The reason planes are so safe, areas in which it has a competitive advantage. The reason planes are so safe, even though both the pilot and the autopilot are fallible, is that both systems are constantly working to correct each other. Mistakes are fixed before they spiral out of control." The safe landing of U.S. Airways Flight 1549 on the Hudson River on January 15th offers a more recent example of what Lehrer calls "perfect equilibrium" between Captain Chesley ("Sully") Sullenberger and the computers aboard the Airbus A320.

There are many valuable insights within Lehrer's narrative. Here are several that caught my eye, albeit quoted out of context.

"The process of thinking requires feeling, for feelings are what let us understand all the information that we can't directly comprehend. Reason without emotion is impotent." (Page 26)

"Unless you experience the unpleasant symptoms of being wrong, your brain will never revise its models. Before your neurons can succeed, they must repeatedly fail. There are no shortcuts for this painstaking process." (Page 54)

"The ability to supervise itself, to exercise authority over its own decision-making process, is one of the most mysterious talents of the human brain. Such a mental maneuver is known as executive control, since thoughts are directed from the tip down, like a CEO issuing orders." (Page 116)

"As it happens, some of our most important decisions are about how to treat other people. The human being is a social animal, endowed with a brain that shapes social behavior. By understanding how the brain makes these decisions, we can gain insight into one of the most unique aspects of human nature: morality." (Page 166) Lehrer devotes all of Chapter 6, The Mortal Mind, to this important "aspect." For
example:

"At its core, moral decision-making is about sympathy. We abhor violence because we know violence hurts. We treat others fairly because we know what it feels like to be treated unfairly. We reject suffering because we can imagine what it's like to suffer. Our minds naturally bind us together, so we can't help but follow the advice of Luke: `And as ye would that men should do to you, do ye also to them likewise." (Page 180)

Actually, I highlighted dozens of other passages but this review is already longer than I originally intended so I will quote no others. Because I think so highly of this book, I wanted to allow Lehrer sufficient opportunity to share at least a few of his thoughts with those who read this review. Credit him with a brilliant achievement: Enabling his readers to make better decisions by helping them to "see" themselves as they really are by carefully examining that is inside the "black box of the human brain." Only by doing so can we "honestly assess our flaws and talents, our strengths and shortcomings. For the first time [Lehrer claims], such a vision is possible. We finally have tools that can piece the mystery of the mind, revealing the intricate machinery that shapes our behavior. Now we need to put this knowledge."

I am unqualified to comment on Jonah Lehrer's claim that what he offers enables the aforementioned "vision" for the first time. However, he has certainly increased both my awareness and my understanding of what may be in my own "black box." Read more ›

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6 of 7 people found the following review helpful

5.0 out of 5 stars How to decide to buy this book 28 Oct 2010

By M. Cantwell

Format:Paperback

I have read so many books about how the mind works and nothing has hit the mark quite like this. Lehrer takes the dense field of neuroscience and brings it to life. Yet he does not over simplify it. Each chapter is interesting in itself but as you progress you start realising that the author is cleverly revealing more and more of the brain's complexities. Just when you think that there is no way to know how to decide, he sums it all up so clearly, showing you how to come to the best decisions in different circumstances.

Plus the book is FUN. It's packed with stories that I've been retelling to friends and clients ever since. It makes a good read as well as being incredibly illuminating.

Sure, there has been a spate of pop psychology books but this is not 'just another one'. Lehrer respects his audience by giving you the background to all his conclusions - in a really accessible way. It is only by taking you through this journey (packed with amazing analogies for a range of fields from airline pilots to firefighters) that you actually UNDERSTAND the background to why you should use different decision-making approaches in different circumstances. That is a far more powerful and long lasting approach than yet another guru just telling you their perspective - what this author writes is based on what is actually going on in your brain, and finally you understand how it all fits together.

If you're torn between logic and emotion, buy this book. Period. It's not just about decision making. You'll never look at yourself the same way again.

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Most Recent Customer Reviews

4.0 out of 5 stars Good intro, for the general reader...

The basic premise of this entertaining and wide-ranging book is that if we understand the strengths and weaknesses of the brain we will spot opportunities, reduce risk and be able... Read more

Published 2 months ago by os

5.0 out of 5 stars Good book

Better than expected overall, however I first 10 pages about single American football match very discouraging. I am glad I did not leave the book at that point :D

Published 7 months ago by Maria

5.0 out of 5 stars READING THIS BOOK IS AN EXCELLENT DECISION

I've read and continue to read many books on neuroscience and selecting to read "How We Decide" has proven invaluable. Read more

Published 13 months ago by Vicki Drakopoulos

5.0 out of 5 stars very entertaining

If you are interested in how we make decisions and develop opinions this is a great read. Full of interesting stories, backed up by research, on how our brain works and what that... Read more

Published 20 months ago by kleuter

3.0 out of 5 stars I've decided this book is good

I have often been intrigued by the question of how we make decisions. Especially in this age of the internet, we have access to almost unlimited amounts of information which we can... Read more

Published on 9 Aug 2010 by A. Edwards

3.0 out of 5 stars Decisions, decisions - will you buy based on this review?

Lehrer has put together an interesting collection of chapters to illustrate how different parts of the brain contribute to our decision making. Read more

Published on 8 May 2010 by Jonnie Biggs

4.0 out of 5 stars Good but flawed

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. Read more

Published on 23 April 2010 by Michael W. Perry

2.0 out of 5 stars A book for the boys

A fascinating subject but... If you are interested in American Football League or the intricacies of cardplaying, then I can recommend this book for you. Read more

Published on 2 Mar 2010 by mrs_chefe

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