The Frontal Cortex

My New Book

The next few months are going to be full of news and riffs on my next book, How We Decide, which comes out in February. As a result, I’m trying to pace myself and limit the shameless self-promotion, at least for now. But sometimes one just can’t resist! So here are some nice early reviews. Kirkus called it “a treasure trove of scientific data, clinical research and real-life examples of decision-making processes.” And here’s what Publishers Weekly had to say, in a starred review:

What is going on in the brain of a pilot deciding how to handle an emergency or a man trying to escape a wildfire? Does reason or emotion rule our decision making? Seed magazine editor-at-large Lehrer (Proust Was a Neuroscientist) brings recent research in neurobiology to life as he shows that the view, dating back to Plato, of the decision-making brain as a charioteer (reason) trying to control wild horses (emotions) comes up short. 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). And Lehrer cites a study of investors given varying amounts of financial data to show that our inner charioteer also can be confused by too much information. Even more surprisingly, research shows that “gut instinct” often does make better decisions than long, drawn-out reasoning, and people with impaired emotional responses have trouble coping with the decisions required in everyday life. 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.


  1. #1 Brad A. Greenberg
    November 25, 2008

    Keep the self-promotion coming, Jonah. I’ve been looking forward to the book since reading your article about the eureka moment in The New Yorker.

  2. #2 Paul McEnany
    November 25, 2008

    February? Holy hell. I’m recommending that you allow advanced purchase to all of your blog readers. 🙂

  3. #3 Brett Keller
    November 25, 2008

    Eagerly waiting for this one!

  4. #4 Shannon Murphy
    November 25, 2008

    Hm, all your books have delicious looking treats on the cover.

New comments have been disabled.