September 1, 2010
Herbert, former editor in chief of Psychology Today, offers a book that counters the argument set forth in titles like Malcom Gladwell's Blink. The brain is like a dual processor, he argues--one part is logical, deliberate, and cautious, while the other is much older and primitive. The latter is the heuristic brain--fast, impressionistic, and sometimes irrational. After years of evolution, the brain has become hardwired with mental shortcuts that help us quickly navigate our daily lives. However, they can also distort our thinking and lead to poor decision making. Herbert explains how these ingrained connections can answer questions such as what the state of your desk has to do with your political preferences, what typeface has to do with which book you will buy, how drawing two dots on a piece of paper can desensitize you to violence, and much more. Heuristics are neither good nor bad--the trick, Herbert says, is in recognizing when to question an instant response. VERDICT Backed by scientific research, Herbert takes heuristics out of the lab and successfully shows readers how ancient shortcuts can impact our modern living and how to use this knowledge to make better decisions. For dedicated psychology students and academics.--Phyllis Goodman, West Chester P.L., OH
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