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Summary of Jonah Lehrer’s “How we decide”

People often make incorrect choices when there are more than four variables.

Simple problems require reason, while the complex not so much. When there’s a large variety of items to choose from, get the one that maximises enjoyment.

People memorise patterns without even knowing.

The emotional brain, powered by dopamine, is paramount for making good decisions.

People get addicted out of excitement, not necessity.

People get upset if what we expected didn’t come to fruition.

Being certain about something is a deceptive feeling.

Prize-linked savings accounts work because we like uncertainty.

Psychopaths don’t feel morality, and therefore, their wrongdoing.

People have a larger sense of loss than for win, even when dealing with the same value.

Never say that you wouldn’t do something in the way that that person handles it, because that person is who you would be at that moment in that situation.

When there’s an abundance of information, we may infer the irrelevant. Cut down on the noise, focus on what’s important.

Don’t think too much.

2018   book