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How We Decide (Hardcover)

From Publishers Weekly
“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

“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)

Great Companion Book to The Paradox of Choice, January 15, 2009
By Kare Anderson "Kare Anderson" (Sausalito, CA)

Lehrer's book is a practical follow-up to Schwartz' classic book (The Paradox of Choice) on how too many choices reduce our ability to choose wisely and make us less satisfied with our ultimate choice. Lehrer tells us more (brain research) about why we have difficulty choosing and offers further tips on how we can engage both our feelings and thoughts to make better decisions - and feel that we are. Also read On Being Certain and Smart Choices as thoughtful companions to what you learn here