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The first book to utilize the unexpected discoveries of neuroscience to help you us make 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 using the latest tools of neuroscience, they re discovering that it's not how a mind works. Our best decisions really are a finely tuned combination of both feeling and reason and the precise mix depends about the situation. When buying a house, for example, it's best permit our unconscious mull over the many variables. However, if we're picking a stock, intuition often leads us astray. The trick would be to determine when to utilize different parts in the brain, and to do this, we should think harder (and smarter) about how we think.

Jonah Lehrer arms us using the tools we need, drawing on cutting-edge research as well since the real-world experiences of an wide variety of deciders from airplane pilots and hedge fund investors to serial killers and poker players. Lehrer shows how people take advantage from the new science to produce better television shows, win more football games, and improve military intelligence. His goal is always to answer two questions that are of curiosity to merely about anyone, from CEOs to firefighters: How can the human mind make decisions? And how will we make those decisions better?
A Q&A with Jonah Lehrer, Author of The Way We Decide
Q: Why did you need to write the sunday paper about decision-making?

A: All of it began with Cheerios. I'm a remarkably indecisive person. There I was, aimlessly wandering the cereal aisle with the supermarket, looking to choose between your apple-cinnamon and honey-nut varieties. It was an embarrassing waste of time but it happened in my experience every one of the time. Eventually, I made a decision that enough was enough: I desired to understand the proven fact that was happening inside my brain while i contemplated my breakfast options. I soon realized, of course, until this new science of selection had implications far grander than Cheerios.

Q: What are some of these implications?

A: Life is ultimately merely a compilation of decisions, through the mundane (what do i need to eat for breakfast?) towards the profound (what should I really do with my life?). Until recently, though, we didn't have idea how our brain actually made these decisions. As a result, we relied on untested assumptions, like the assumption that people were rational creatures. (This assumption goes all the way up back to Plato along with the ancient Greeks.) But now, for the first time in human history, we can look within our mind and find out how we actually think. It turns out that people weren't designed to become rational or logical as well as particularly deliberate. Instead, our mind holds a cluttered network of various areas, many which are participating using the manufacture of emotion. Whenever we come track of a decision, the brain is awash in feeling, driven by its inexplicable passions. Even when we try being reasonable and restrained, these emotional impulses secretly influence our judgment. Of course, by understanding how the human mind makes decisions--and by learning regarding 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 countless self-help books, there exists no secret recipe for decision-making, no single strategy that can work in every single situation. The real life is just too complex. The thought process that excels inside supermarket won't pass muster in the Oval Office. Therefore natural selection endowed us with a brain that's enthusiastically pluralist. Sometimes we must reason through our options and carefully analyze the possibilities. And sometimes we have to tune in to our emotions and gut instinct. The secret, of course, is knowing when to use different styles of thought--when to trust feelings so when to exercise reason. In my book, I devoted a chapter to looking at the world through the prism with the bet on poker and located that, in poker as in life, two broad kinds of decisions exist: math problems and mysteries. The 1st the answer to making the right decision, then, is accurately diagnosing the challenge and figuring out which brain system to rely on. Should we trust our intuition or calculate the probabilities? We always need to get considering the way we think.

Q: Are you currently a good poker player?

A: After I what food was in Vegas, hanging out with some of best poker players inside the world, I convinced myself that I'd absorbed the tricks of the trade, that I can use their advice to win some money. I really went to a low-stakes table with the Rio, put $300 on the line, and waited for that chips to accumulate. Instead, I lost all my money in less than an hour. It was a pricey but valuable lesson: there's a huge distinction between understanding how experts think and being capable to think just like an expert.

Q: Why write this book now?

A: Neuroscience can feel abstract, a science preoccupied with questions about the cellular details of perception and the memory of fruit flies. In recent years, however, the area may be invaded by some practical thinkers. These scientists wish to make use of the nifty experimental tools of recent neuroscience to explore some with the mysteries every day life. How should we select a cereal? What areas in the brain are triggered inside the shopping mall? So why do smart people accumulate credit card debt and take out subprime mortgages? How are you able to utilize the brain to spell out 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 contemporary neuroscience allow us to understand ourselves (and our decisions!) within an entirely new way.

Q: The Way We Decide draws through the latest research in neuroscience yet also analyzes some crucial moments in the lives of a number of "deciders," through the football star Tom Brady with a soap opera director. Why did you are taking this approach?

A: Herbert Simon, the Nobel Prize-winning psychologist, famously compared our mind with a set of scissors. One blade, he said, represented the brain. One other blade was the actual environment where our brain was operating. If you need to see the function of scissors, Simon said, then you might have to check at both blades simultaneously. Things I wanted to do in how We Decide was head out with the lab and in the real life so that I can understand the scissors at work. I talk about some ingenious experiments with this book, but let's face it: the science lab can be a startlingly artificial place. And so, wherever possible, I experimented with explore these scientific theories in the context every day life. Instead of just currently talking about hyperbolic discounting and also the feebleness from the prefrontal cortex, I spent time which has a debt counselor inside Bronx. After I became interested inside anatomy of insight (where do our ideas come from?) I interviewed a pilot whose epiphany within the cockpit saved a huge selection of lives. That's if you really commence to appreciate the energy of this new science--when you can use its tips to explain all sorts of important phenomena, such as the risky behavior of teenagers, the amorality of psychopaths, as well as the tendency of some athletes to choke under pressure.

Q: What do you are doing inside cereal aisle now?

A: I was about halfway through writing the novel once i got somewhat of great advice from a scientist. I had been 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 type of cereal I actually wanted to eat for breakfast. So Used to do the only real logical thing: I bought my three favorite Cheerios varieties and combined all of them within my cereal bowl. Problem solved.

(Photo © Nina Subin, 2008)


“As Lehrer describes in fluid prose, the brain’s reasoning centers are often fooled, often making judgments depending on nonrational factors such as presentation (a sales page or packaging)...Lehrer is often a delight to read, and this is really a fascinating book (some ones appeared recently, in a slightly different form, in the New Yorker) that can help everyone better understand themselves along with their decision making.” —Publisher's Weekly, starred review