Why choose this book? : how we make decisions

Summary: "With a new, simple, and audacious perspective on the science of decision-making, Why Choose This Book? shows what the latest brain science reveals about the crucial events of everyday experience - the choices we make. Whether they are sober and wise or crazy and foolish, our decisions are based on values that are represented all the way down to the molecular scale. From how we decide between Coke and Pepsi to how we choose to react to violence, and even the romantic, ethical, and financial choices we make, Read Montague guides the reader through a new approach to the mind with an accessible style that is both entertaining and illuminating."--BOOK JACKET.

Item details

ISBN: 0525949828 (hardcover)
ISBN: 9780525949824 (hardcover)
Physical Description: print
xiii, 335 p. ; 24 cm.
Publisher: New York : Dutton, c2006.

Contents / Notes

Bibliography, etc. Note:

Includes bibliographical references (p. [299]-321) and index.

Formatted Contents Note:

Computers that care : how desperation built value into brains -- The brain is (almost) perfect : it's slow, noisy, and imprecise -- My rabbit knows what to do : how planning makes decisions in advance -- Sharks don't go on hunger strikes and why we can -- The value machine and the idea overdose -- The feelings we really treasure : regret and trust -- From Pepsi to terrorism. :how neurons generate preference -- Our choice : it's not your mother's soul, but it's still alive.