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http://www.nytimes.com/2009/03/22/books/chapters/chapter-how-we-decide.html

How we Decide


Pondering what to wear after her bath

What you think you know about thinking is wrong

Jonah Lehler addresses how we make decisions on a neuron level. Much more interesting than I’d expected. In the Sample first chapter, he relates decision making to the instant decisions required of a successful quarterback.

An interesting read.

From his personal blog, Jonah Lehler interviewing himself:

Q: Why did you want to write a book about decision-making?

A: It all began with Cheerios. I’m an incredibly indecisive person. There I was, aimlessly wandering the cereal aisle of the supermarket, trying to choose between the apple-cinnamon and honey-nut varieties. It was an embarrassing waste of time and yet it happened to me all the time. Eventually, I decided that enough was enough: I needed to understand what was happening inside my brain as I contemplated my breakfast options. I soon realized, of course, that this new science of decision-making had implications far grander than Cheerios.

Sample first chapter of How We Decide by Jonah Lehler

Jonah Lehler interviewing himself