Review: How We Decide

A Gladwellian exploration of the brain's inner workings during the decision-making process. Given the recent deluge of pop-science books, readers may find it difficult to make a selection. Enter Seed and Scientific American contributor Lehrer's second book (Proust Was a Neuroscientist, 2007), a laudable attempt to help people understand how their brains make decisions—and hopefully, improve the process. On the former point, the book is a treasure trove of scientific data, clinical research and real-life examples of decision-making processes. On the latter point, however, it leaves something to be desired. At its best, Lehrer's narrative is a compelling mixture of recently discovered facts and intriguing theories about the differences between the rational and emotional centers of the brain. The author's research indicates, somewhat counterintuitively, that the emotional areas are the primary drivers when making complex decisions that involve multiple variables, such as purchasing a house or car. Lehrer also looks at anecdotal evidence of those theories in action, ranging from the incredible efforts of a pilot to land a plane after its hydraulic systems failed (a prime example of using the reason center of the brain to conquer fear and take action) to clinical experiments involving tests to see how long unsupervised four-year-olds can resist a marshmallow (not very, in most cases). In its most effective chapters, the book ties research to practical applications, such as a 401(k) program designed to overcome our irrational need for immediate reward (to the detriment of long-term saving) by deferring the start of the program until a few months after employment begins. Other sections lack the same practical applicability, and the vague generality of much of the decision-making advice feels more therapist than scientist. May not facilitate great improvements in decision-making, but the Cliff Clavins of the world will exult in the factoids and anecdotes.

I read this book after Dan Ariely's <Predictably Irrational>, which is a great, fun and insightful book of almost the same subject.
This book, while shares some cross reference with Predictably Irrational, goes deeper, and explores fundamental reasons for behaviors, and is consistently succinct and thorough.
I highly recommend this book. 

I read this book in two days while sun bathing in Ixtapa, and I enjoyed the read (and the beach of course). The book is not really about "the new science of decision-making", and it really doesn't convey any new information, but it is enjoyable nonetheless.
The title is obviously misleading. The book is about the complex interplay between the visceral and the rational sides of our brains. Lehrer summarises (a small part of) recent research, beautifying the claims and applying a high dose of anecdotes to appeal the average reader.
The book reads like a response to "Blink" by Gladwell. Sadly, Lehrer follows Gladwell in referencing mostly US-located research, which of course misses most of the interesting insights from Europe, Asia, Latinamerica, etc.
If you want to educate yourself on the amazing topic of decision-making, go read Edgar Morin's "The Method Vol. 6 Ideas" or countless other deep works that trascend the ludicrous "rightbrain-leftbrain" or "rational-vs.-emotional" urban legends of pop culture. If all you are looking for is an interesting read to complement a nice weekend or couple of afternoons, read Lehrer's book.  

The decision making process is as shrouded in mystery as it is fraught with mistakes. If you've ever wondered when to trust your gut, when to take a break and when to really sit down and rationalize; this book is for you.

Review: How We Decide

Update 3/5/2013: Publisher pulls book offers refunds Meh. Lehrer just never really grabbed me, nor did the book ever seem to synthesize into a cohesive whole. In part I was vexed by the lack of female ... Read full review

Review: How We Decide

Enjoyable, learned a few new tidbits about consumer behavior and its underpinnings in neuroscience, and was introduced to some fallacies we fall prey to when we are hypervigilant about making rational ... Read full review

Review: How We Decide

Part way through this book. Really enjoying it. Yes, it seems to overlap Gladwell's book "Blink", which I've read and partly forgotten. Read full review

Review: How We Decide

When I saw this book at a garage sale for $1, the decision to buy it was a no-brainer. The synopsis of the book seemed interesting and I was hoping to get some help in making decisions in my life. I ... Read full review

Review: How We Decide

I really enjoyed Jonah Lehrer's “Imagine” (reviewed last April); so when I saw his earlier book, “How We Decide,” in a remainder pile at Barnes & Noble, it wasn'ta tough decision. That might have been ... Read full review

Review: How We Decide

Probably a little rudimentary for anyone with even a 101 psych or neurology course under their belt. As an utter layman with no prior encounters with the subject matter, however, I found it ... Read full review