How We Decide

...new ideas are merely several old thoughts that occur at the exact same time.

How do we regulate our emotions? The answer is surprisingly simple: by thinking about them. The prefrontal cortex allows each of us to contemplate his or her own mind, a talent psychologists call metacognition. We know when we are angry; every emotional state comes with self-awareness attached, so that an individual can try to figure out why he's feeling what he's feeling. If the particular feeling makes no sense—if the amygdala is simply responding to a loss frame, for example—then it can be discounted. The prefrontal cortex can deliberately choose to ignore the emotional brain.

A lie told well is just as good as the truth.

Harlow would later write, "If monkeys have taught us anything, it's that you've got to learn how to love before you learn how to live.

Use your conscious mind to acquire all the information you need for making a decision. But don't try to analyze the information with your conscious mind. Instead, go on holiday while your unconscious mind digests it. Whatever your intuition then tells you is almost certainly going to be the best choice.

A few years ago, Tor Wager, a neuroscientist at Columbia University, wanted to figure out why placebos were so effective. His experiment was brutally straightforward: he gave college students electric shocks while they were stuck in an fMRI machine. (The subjects were well compensated, at least by undergraduate standards.)

Unless you experience the unpleasant symptoms of being wrong, your brain will never revise its models. Before your neurons can succeed, they must repeatedly fail. There are no shortcuts for this painstaking process.

People who are more rational don't perceive emotion less, they just regulate it better.

When the mind is denied the emotional sting of losing , it never figures out how to win.

Trusting one's emotions requires constant vigilance; intelligent intuition is the result of deliberate practice.

Expertise is simply the wisdom that emerges from cellular error. Mistakes aren't things to be discouraged. On the contrary, they should be cultivated and carefully investigated.

The mind is made out of used parts, engineered by a blind watchmaker. The result is that the uniquely human areas of the mind depend on the primitive mind underneath. The process of thinking requires feeling, for feelings are what let us understand all the information that we can't directly comprehend. Reason without emotion is impotent.

The world is more random than we can imagine. That's what our emotions can't understand.

Three individuals form a partnership and agree to divide the profits equally. X invests $9,000, Y invests $7,000, Z invests $4,000. If the profits are $4,800, how much less does X receive than if the profits were divided in proportion to the amount invested?

For too long, people have disparaged the emotional brain, blaming our feelings for all of our mistakes. The truth is far more interesting. What we discover when we look at the brain is that the horses and the charioteer depend upon each other. If it weren't for our emotions, reason wouldn't exist at all.

t. He decided to raise the next generation of baby monkeys with two different pretend mothers. One was a wire mother, formed out of wire mesh, while the other was a mother made out of soft terry cloth. Harlow assumed that all things being equal, the babies would prefer the cloth mothers, since they would be able to cuddle with the fabric. To make the experiment more interesting, Harlow added a slight twist to a few of the cages. Instead of hand-feeding some babies, he put their milk bottles in the hands of the wire mothers. His question was simple: what was more important, food or affection? Which mother would the babies want more? In the end, it wasn't even close. No matter which mother held the milk, the babies always preferred the cloth mothers. The monkeys would run over to the wire mothers and quickly sate their hunger before immediately returning to the comforting folds of cloth.

the problem with statistics is that they don't activate our moral emotions. The depressing numbers leave us cold: our minds can't comprehend suffering on such a massive scale. This is why we are riveted when one child falls down a well but turn a blind eye to the millions of people who die every year for lack of clean water. And why we donate thousands of dollars to help a single African war orphan featured on the cover of a magazine but ignore widespread genocides in Rwanda and Darfur. As Mother Teresa put it, "If I look at the mass, I will never act. If I look at the one, I will

But the physical health of these young monkeys hid a devastating sickness: they had been wrecked by loneliness. Their short lives had been defined by total isolation, and they proved incapable of even the most basic social interactions. They would maniacally rock back and forth in their metal cages, sucking on their thumbs until they bled. When they encountered other monkeys, they would shriek in fear, run to the corners of their cages, and stare at the floor. If they felt threatened, they would lash out in vicious acts of violence. Sometimes these violent tendencies were turned inward. One monkey ripped out its fur in bloody clumps. Another gnawed off its own hand. Because of their early deprivation, these babies had to be isolated for the rest of their lives.

The moral of Harlow's experiment is that primate babies are born with an intense need for attachment. They cuddled with the cloth mothers because they wanted to experience the warmth and tenderness of a real mother. Even more than food, these baby monkeys craved the feeling of affection. "It's as if the animals are programmed to seek out love,

Colin Powell made a number of mistakes in the run-up to the Iraq war, but his advice to his intelligence officers was psychologically astute: "Tell me what you know," he told his advisers. "Then tell me what you don't know, and only then can you tell me what you think. Always keep those three separated.

Fool me once, shame on you. Fool me twice, shame on my dopamine neurons.

When you overthink at the wrong moment, you cut yourself off from the wisdom of your emotions, which are much better at assessing actual preferences. You lose the ability to know what you really want. And then you choose the worst strawberry jam.