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The first book to use the unexpected discoveries of neuroscience to aid us result in 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 while using latest tools of neuroscience, they re discovering that this is not what sort of mind works. Our best decisions really are a finely tuned blend of both feeling and reason and the precise mix depends for the situation. When purchasing a house, for example, it's best to allow our unconscious mull in the many variables. But when we're picking a stock, intuition often leads us astray. The key is to determine when to use the various parts with the brain, and to complete this, we should think harder (and smarter) about the way you think.
Jonah Lehrer arms us with all the tools we need, drawing on cutting-edge research as well since 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 with the new science to generate better television shows, win more football games, and improve military intelligence. His goal is always to answer two questions which can be of curiosity to just about anyone, from CEOs to firefighters: So how exactly 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 need to write a magazine about decision-making?
A: Everything began with Cheerios. I'm an incredibly indecisive person. There I was, aimlessly wandering the cereal aisle of the supermarket, wanting to choose relating to the apple-cinnamon and honey-nut varieties. It was an embarrassing waste of time nevertheless it happened if you ask me all of the time. Eventually, I developed a decision that enough was enough: I needed to understand the thing that was happening inside my brain because i contemplated my breakfast options. I soon realized, of course, until this new science of making decisions had implications far grander than Cheerios.
Q: What are a handful of of those implications?
A: Life is ultimately just a series of decisions, through the mundane (what must i eat for breakfast?) for the profound (what should I actually do with my life?). Until recently, though, we had no idea how our brain actually made these decisions. As a result, we used untested assumptions, including the assumption that folks were rational creatures. (This assumption goes all the best way up returning to Plato and also the ancient Greeks.) But now, to the first-time in human history, we can look in your mind and find out how we actually think. It turns out that individuals weren't designed to get rational or logical and even particularly deliberate. Instead, our mind holds an untidy network of different areas, many which are participating while using output of emotion. Once we come up with a decision, the brain is awash in feeling, driven by its inexplicable passions. Even though we try being reasonable and restrained, these emotional impulses secretly influence our judgment. Of course, by understanding how a human mind makes decisions--and by learning about the decision-making mistakes that we're all vulnerable to--we can learn to generate better decisions.
Q: Can neuroscience really teach us how to produce better decisions?
A: My answer can be a qualified yes. Despite the claims of many self-help books, there is certainly not a secret recipe for decision-making, no single strategy that may work in every situation. The real life is just too complex. The way of thinking that excels in the supermarket won't pass muster inside the Oval Office. Therefore natural selection endowed us having a brain which is enthusiastically pluralist. Sometimes we must reason through our options and punctiliously analyze the possibilities. And sometimes we must tune in to our emotions and gut instinct. The secret, of course, is knowing when to make use of variations of thought--when to trust feelings so when to exercise reason. In my book, I devoted an instalment to looking on the world from the prism in the bet on poker and discovered that, in poker as with life, two broad types of decisions exist: math problems and mysteries. The first key to making the correct 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 being contemplating how we think.
Q: Are you an excellent poker player?
A: Once I is at Vegas, hanging by helping cover their a few of best poker players within the world, I convinced myself that I'd absorbed the tricks from the trade, which i can use their advice to win some money. Therefore i went to a low-stakes table in the Rio, put $300 on the line, and waited for the chips to accumulate. Instead, I lost my profit less than an hour. It was a pricey but valuable lesson: there's a large difference between understanding how experts think and being capable to think like an expert.
Q: Why write this book now?
A: Neuroscience can feel abstract, a science preoccupied with questions in relation to its the cellular specifics of perception along with the memory of fruit flies. In recent years, however, the field may be invaded by some practical thinkers. These scientists want to utilize the nifty experimental tools of contemporary neuroscience to explore some in the mysteries of everyday life. How should we pick a cereal? What areas with the brain are triggered inside shopping mall? So why do smart people accumulate credit card debt and sign up for subprime mortgages? How are you able to utilize the brain to describe financial bubbles? For the first time, these incredibly relevant questions have rigorously scientific answers. Everything goes back to that classical Greek aphorism: Know thyself. I'd argue that the discoveries of recent neuroscience allow us to know ourselves (and our decisions!) in an entirely new way.
Q: The Way You Decide draws through the latest research in neuroscience yet also analyzes some crucial moments within the lives of the number of "deciders," from your football star Tom Brady to some soap opera director. Why did you adopt this approach?
A: Herbert Simon, the Nobel Prize-winning psychologist, famously compared our mind to a set of scissors. One blade, he said, represented the brain. Another blade was the specific environment through which our brain was operating. If you want to comprehend the purpose of scissors, Simon said, then you have to require a look at both blades simultaneously. Some Tips I desired to do in The Way We Decide was venture out of the lab and to the real-world to ensure I really could see the scissors at work. I discuss some ingenious experiments within this book, but let's face it: the science lab is a startlingly artificial place. And so, wherever possible, I experimented with explore these scientific theories inside context of everyday life. Rather than just writing about hyperbolic discounting and the feebleness with the prefrontal cortex, I spent time using a debt counselor inside the Bronx. Once I became interested inside anatomy of insight (where do our good ideas come from?) I interviewed a pilot whose epiphany inside cockpit saved countless lives. That's when you really begin to appreciate the ability of this new science--when you are able to use its tips to explain all kinds of important phenomena, like the risky behavior of teenagers, the amorality of psychopaths, as well as the tendency of some athletes to choke under pressure.
Q: What can you do inside the cereal aisle now?
A: I had been about halfway through writing the novel once i got a bit of great advice from your scientist. I became 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 let me determine what form of cereal I actually desired to eat for breakfast. So I did the sole logical thing: I bought my three favorite Cheerios varieties and combined them during my cereal bowl. Problem solved.
(Photo © Nina Subin, 2008)
“As Lehrer describes in fluid prose, the brain’s reasoning centers can be fooled, often making judgments according to nonrational factors like presentation (a sales page or packaging)...Lehrer is a delight to read, this also is really a fascinating book (some that appeared recently, inside a slightly different form, in the New Yorker) that will help everyone better understand themselves along with their decision making.” —Publisher's Weekly, starred review
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