Friday, December 19, 2008

A new book to look for in 2009 - "How We Decide" by Jonah Lehrer.

Wunderkind Jonah Lehrer is scheduled to release a new book on February 9, 2009 that examines the science of decision-making and thus should be of interest to many readers of this blog who want to know more about the neuroscience of effective persuasion and advocacy.  The author's short interview from last Sunday's New York Times Magazine can be found here.

The following is taken from the publisher's description of the forthcoming book:

"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. . . .  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?"

I am the scholarship dude.


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