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Jonah Lehrer
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How We Decide Copertina flessibile – 14 gennaio 2010

Edizione Inglese di Jonah Lehrer (Autore)
4,4 4,4 su 5 stelle 354 voti
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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?
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  1. Lunghezza stampa
    302 pagine
  2. Lingua
    Inglese
  3. Editore
    Mariner Books
  4. Data di pubblicazione
    14 gennaio 2010
  5. Dimensioni
    13.97 x 2.54 x 20.96 cm
  6. ISBN-10
    0547247990
  7. ISBN-13
    978-0547247991
  8. Visualizza tutti i dettagli
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Descrizione prodotto

Recensione

“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’s a no-brainer: Read this book.”—Tom Vanderbilt, author of Traffic: Why We Drive the Way We Do (and What It Says About Us)

"Over the past two decades, research in neuroscience and behavioral economics has revolutionized our understanding of human decision making. Jonah Lehrer brings it all together in this insightful and enjoyable book, giving readers the information they need to make the smartest decisions.”—Antonio Damasio, author of Descartes’ Error and Looking for Spinoza

“Jonah Lehrer ingeniously weaves neuroscience, sports, war, psychology, and politics into a fascinating tale of human decision making. In the process, he makes us much wiser.”—Dan Ariely, author of Predictably Irrational

“Should we go with instinct or analysis? The answer, Lehrer explains, in this smart and delightfully readable book, is that it depends on the situation. Knowing which method works best in which case is not just useful but fascinating. Lehrer proves once again that he’s a master storyteller and one of the best guides to the practical lessons from new neuroscience.”—Chris Anderson, editor in chief of Wired and author of The Long Tail

“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 (some of which appeared recently, in a slightly different form, in the New Yorker) that will help everyone better understand themselves and their decision making.” —Publisher's Weekly, starred review

Dalla quarta di copertina

Praise for Jonah Lehrer and How We Decide ?Jonah Lehrer is a brilliant young writer. His clear and vivid writing?incisive and thoughtful, yet sensitive and modest?is a special pleasure.”?Oliver Sacks ?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’s a no-brainer: Read this book.”?Tom Vanderbilt, author of Traffic: Why We Drive the Way We Do (and What It Says About Us) ?Over the past two decades, research in neuroscience and behavioral economics has revolutionized our understanding of human decision making. Jonah Lehrer brings it all together in this insightful and enjoyable book, giving readers the information they need to make the smartest decisions.”?Antonio Damasio, author of Descartes’ Error and Looking for Spinoza ?Jonah Lehrer ingeniously weaves neuroscience, sports, war, psychology, and politics into a fascinatingtale of human decision making. In the process, he makes us much wiser.”?Dan Ariely, author of Predictably Irrational ?Should we go with instinct or analysis? The answer, Lehrer explains, in this smart and delightfully readable book, is that it depends on the situation. Knowing which method works best in which case is not just useful but fascinating. Lehrer proves once again that he’s a master storyteller and one of the best guides to the practical lessons from new neuroscience.”?Chris Anderson, editor in chief of Wired and author of The Long Tail ?An inviting, high-velocity ride through our most treasured mental act?deciding. This is truly one of the most accessible and richly informed books on human choice. It’s a must-read for anyone interested in the human mind and how cutting-edge research changes the way we think about ourselves. A marvelous success.”?Read Montague, Brown Foundation Professor of Neuroscience, Baylor College of Medicine 

Dettagli prodotto

  • Editore ‏ : ‎ Mariner Books; Reprint edizione (14 gennaio 2010)
  • Lingua ‏ : ‎ Inglese
  • Copertina flessibile ‏ : ‎ 302 pagine
  • ISBN-10 ‏ : ‎ 0547247990
  • ISBN-13 ‏ : ‎ 978-0547247991
  • Peso articolo ‏ : ‎ 295 g
  • Dimensioni ‏ : ‎ 13.97 x 2.54 x 20.96 cm
  • Recensioni dei clienti:
    4,4 4,4 su 5 stelle 354 voti

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Jonah Lehrer

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Recensioni clienti

4,4 su 5 stelle
4,4 su 5
354 valutazioni globali

Recensione migliore da Italia

Roberto Bera
4,0 su 5 stelle Per un neofita è interessante
Recensito in Italia il 6 ottobre 2016
Non sono un neuroscienziato, quindi questo libro è sufficientemente interessante.
Ha la solita forma narrativa "americana" vale a dire: inizia il capitolo con un fatto concreto capitato al signor Taldeitali, poi segue spiegando il caso e fa considerazioni di carattere più generale.
In un mio e-book "I più bei bachi software" scrivevo che il modo per debuggare un programma, soprattutto in un'applicazione real-time, in un sistema complesso, non segue una logica "ingegneristica", lineare. Non per niente i bug più tosti li ho trovati quando "staccavo" - tipicamente in bagno. Dicevo che sarebbe bello che le neuroscienze spiegassero che il modo di "pensare" funzionasse come lo descrivo io nel testo a partire da come agivo, invece che da un'astrazione "chiara, semplice ma sbagliata".
Il testo da buoni input per sostnere le mie ragioni. Peccato che gli esempi trattino di piloti d'aereo, giocatori d'azzardo ma non programmatori software"
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Le recensioni migliori da altri paesi

Traduci tutte le recensioni in Italiano
zeynep ozgunc
5,0 su 5 stelle Timely and great. Thank you!
Recensito in Canada il 11 novembre 2019
Acquisto verificato
It said a used book when I bought it but it looks like it wasn't used. My shipment came on time and I'm very happy with my purchase ! Thank you !
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zeynep ozgunc
5,0 su 5 stelle Timely and great. Thank you!
Recensito in Canada il 11 novembre 2019
It said a used book when I bought it but it looks like it wasn't used. My shipment came on time and I'm very happy with my purchase ! Thank you !
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Amit s yadav
1,0 su 5 stelle Not informative
Recensito in India il 29 marzo 2019
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Not informative
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J
5,0 su 5 stelle Un buen libro para iniciarse en cómo se toman decisiones
Recensito in Spagna il 16 agosto 2018
Acquisto verificato
La toma de decisiones implica una serie de procesos que, a menudo, tienden a ser explicados desde un punto de vista o demasiado técnico, o demasiado somero como para ser entendido con suficiente detalle para la mayoría de la gente que trabaja en producto (venta, marketing etc.). Este libro propone una explicación que mezcla la parte técnica, sin exceso de tecnicismos, con ejemplos de todo tipo para la mejor comprensión de cómo funcionan los circuitos neuronales implicados en la toma de decisiones.
El autor escribe de forma sencilla, clara y directa, y aunque está en inglés, es muy fácil de entender. No se requieren grandes conocimientos sobre el idioma para sacarle partido al contenido del libro.
Aunque se echa en falta la utilización de esquemas, gráficos o imágenes para asentar la explicación de algunos conceptos, "How we decide" es sin duda un libro de gran valor para iniciarse en la investigación y comprensión sobre los circuitos neuronales relacionados con la toma de decisiones.
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Larry R Frank Sr, MBA, CFP
5,0 su 5 stelle How our brain works - in well told short stories fashion ...
Recensito negli Stati Uniti il 7 febbraio 2010
Acquisto verificato
As a retired Air Force pilot (supersonic jets, multi-engine jets flying internationally, and helicopters) Lehrer's example in his introduction hit home; and how training and repetition help us make better decisions and hone instincts (instincts being the topic of an example in Chapter one too). Lehrer concludes with flight examples as well in the Coda. I bought the book primarily to understand how people make investment and economic decisions. I came away with much more.

A wealth of experiments that illustrate Lehrer's points, and short stories to bring your experience alive. I would point out, that his work is a primer to expose the reader to the broad aspects of how our minds work. All in all, a work that begins ones journey into how we decide. Lehrer has included excellent Notes and Bibliography sections for further reference and there is a well developed Index for cross referencing topics. All excellent resources to dive deeper into how we decide.

An NFL Football Quarterback governed primarily by emotions? Yes it is true according to research into an area of the brain (orbitofrontal cortex) that, when damaged, inhibits the feeling of emotions resulting in indecision. The first chapter describes how our "anatomical narrative" about our brain is false, and that emotions play a pivotal role in how we, as humans, make split second decisions. "Homos sapiens is the most emotional animal of all." It would seem that calculating many multi-variables, each in nanoseconds, would be more rational than emotional. Lehrer explains why rational and emotional are inter-related and necessary to each other and how rational evaluation would take too long.

Chapter 2 continues with the emotions theme through discussion of the single molecule dopamine. Lehrer discusses how various centers of the brain anticipate reward, learn from mistakes through pattern recognition and relearn through repetition and practice. Of interest is the discussion on the observation that praise for effort, although with mistakes, provides people with more incentive than praise for being correct or more perfect. Summary, we learn more from our mistakes.

Emotions are not perfect though, the topic of Chapter 3. The flaw? The mistakes we make when there is no pattern! Slot machines, prediction addiction trying to decipher patterns from true randomness or unpredictable rewards (3 or 4 times more exciting), and the game show Deal or No Deal are discussed. The discussion of how we approach the stock market is enlightening and how the flaw for dealing with randomness in our brains may lead to market bubbles and busts. Fictive-error learning, feeling of regret, loss aversion, negativity bias, all are examples and result of "slavishly following your primitive reward circuits." Credit cards and sub prime loans and buy-now are impulsive emotions wanting reward now overcoming reason. "The emotional brain is routinely duped."

As to overcoming the investment foibles in Chapter 3, there are investment books available that help you structure your approach to the random markets that go into more detail in what Lehrer suggests.
 The Investor's Manifesto: Preparing for Prosperity, Armageddon, and Everything in Between  by William J. Bernstein
 The Four Pillars of Investing: Lessons for Building a Winning Portfolio  by William J. Bernstein
 What Wall Street Doesn't Want You to Know: How You Can Build Real Wealth Investing in Index Funds  by Larry E. Swedroe
 The Successful Investor Today: 14 Simple Truths You Must Know When You Invest  by Larry E. Swedroe

Chapters 4 and 5 switch gears from the emotional brain to the rational brain. Lehrer tells the story of the firefighter who invented the standard technique for firefighters to survive a fire that's about to overrun them. Rather than succumb to "perceptual narrowing," the brain expanded the list of possibilities. It is such that a new break through or discovery is made - rational thought. He goes on to tell of how the inability for rational thought leads to not being able to think ahead, plan, or repress impulses. Here framing a choice becomes important - is it framed positively, or negatively (recall loss aversion), to evoke a choice? "People who are more rational don't perceive emotion less, they just regulate it better." For those parents with Attention Deficit Hyperactivity Disorder (ADHD) children, his discussion on brain development may bring good news. Brain development of adolescents and their behavior are also covered. Working memory and how it works to form useful associations for new problems while the rational brain filters out unneeded thoughts is presented through example of the crash of Flight 232.

Chapter 5 looks at when our brain over analyzes. Sports, performers, students taking tests, sometimes "choke." Why? Thinking too much. Also, stereotype threats, and blind taste tests all cut you "off from the wisdom of your emotions." The "weighting mistake" people make between choosing a home in the suburbs and longer commute, over an urban choice with a shorter commute. The placebo effect is also explored in light of your expectations. Trying to remember too much and how that may lead to poor choices. Where bad moods may come from. Mental accounting. Anchoring effect. How too much information may lead to inability to ignore irrelevant data or poverty of attention ... and the effect this has on the medical profession. The prefrontal cortex is laden with flaws and foibles and is easy to hoodwink.

Chapter 6 explores the realm of how we treat other people, or the requirement to consider other people ... morality. What makes someone a psychopath? How our modern legal system is antiquated in the assumptions it is based on. How our view of morality has been backwards. How an egocentric decision making strategy backfires with moral decisions. Altruism and how it makes some feel good. In addition, when the brain is broken: Autism; Child abuse; Broken homes; and Solitary living while young. All are discussed along with interesting experiments that show the effect of normal versus broken brain development.

Chapter 7 discusses how we decide and arrive at our beliefs. How retailers manipulate our brains by priming one area of the brain with positive stimulus, while soothing another area of the brain in order for us to "go broke convinced that we are saving money." Credit cards, as plastic, inhibits the insula by dulling the averse feeling of having spent real money. Self-delusion. Lehrer discusses politics as well as to how our brain turns into an information filter to block out points we don't agree with. How certainty in our thinking can lead us astray. How censoring our minds leads us to ignore relevant information. "When making decisions, actively resist the urge to suppress the argument.

The final chapter uses the game of poker to demonstrate the simultaneous use of both the rational and emotional parts of the brain. This then goes to turn yet another widely held belief on its head, that the harder decisions are the ones that require the most feeling, not the easy decisions, as many would initially think. In situations with incomplete information, such as the financial markets, we need to think and feel. Lehrer concludes the chapter with some general guidelines: Simple problems require reason. Novel problems also require reason. Embrace uncertainty. You know more than you know. Think about thinking.

Other books worth the read relating to how the brain and mind works:

 Predictably Irrational, Revised and Expanded Edition: The Hidden Forces That Shape Our Decisions  by Dan Ariely
 Your Money and Your Brain: How the New Science of Neuroeconomics Can Help Make You Rich  By Jason Zweig which illustrates where many of these brain areas are.

A philosophy, that may help avoid many issues Lehrer raises in Chapter 3, is to adapt an overall wealth approach to your finances rather than shooting to make more money now. How? A resource may be:  Wealth Odyssey: The Essential Road Map For Your Financial Journey Where Is It You Are Really Trying To Go With Money?
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Vicki Drakopoulos
5,0 su 5 stelle READING THIS BOOK IS AN EXCELLENT DECISION
Recensito nel Regno Unito il 6 maggio 2012
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I've read and continue to read many books on neuroscience and selecting to read "How We Decide" has proven invaluable. There are many good comments and reviews here - I simply wanted to add that this particular book with Jonah Lehrer's approach, presentation and superb writing skills has provided a more complete and thorough understanding of neuroscience than all the books I have read on the subject. Very Well Done!!!!
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