How We Decide 02/19/2010
How We Decide, by Johan Lehrer is a reasonably well written excursion through the competing rational and emotional processes of the mind. For marketers interested in consumer behavior, decision making and general psychology this is not a bad introductory work. I was disappointed, however, because I was expecting more. Much of the text is a collection of interesting anecdotes, but many of them will be familiar to those who read a lot of this sort of material, including any of Gladwell’s recent stuff. It also fails to put together a model or coherent thesis on how he believes that we decide things. In the end, conclusion seems to be that sometimes the rational mind is correct, and sometimes it’s the emotional mind. Should you read it? You decide. CommentsLeave a Reply | 
AuthorGaetan Giannini is an Assistant Professor and the Chair of the Department of Business, Management & Economics at Cedar Crest College. He is also the author of Marketing Public Relations (Pearson-Prentice Hall) and a speaks and writes frequently on sales and marketing topics. ArchivesJune 2010 CategoriesAll Click to set custom HTML
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