Making tough decisions
We face tough decisions each day. In fact, as Jonah Lehrer notes, we've managed to turn even trivial choices - say, picking a toothpaste - into a tortured mental task. The typical supermarket has more than 200 different dental cleaning options. How should we make all of these hard decisions?
- Jonah Lehrer: author of "How We Decide." Lehrer edits the "Mind Matters" blog for Scientific American and writes his own blog, "The Frontal Cortex."