Why Choose This Book?

I began by exposing the myth that imprecision, slowness, and noisiness are liabilities of brain function, "bugs" in computers.

That is from Read Montague’s new and notable Why Choose This Book?: How We Make Decisions, an in-depth look at neuroscience and the brain.


Shoulds be great. I remember him from some attention he got a few years back for his work on why more people chose Coke despite tast test after taste test showing that people always prefer Pepsi. More here, http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/etc/neuro.html

Here is also a review of his new book in Nature, http://www.hnl.bcm.tmc.edu/articles/Read/BookReview.pdf.

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