Gut Feelings: The Intelligence of the Unconscious

Science News,  July 28, 2007  

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GUT FEELINGS: The Intelligence of the Unconscious Gerd Gigerenzer

In his current best-selling book, Blink, Malcolm Gladwell highlights research done by Gerd Gigerenzer on the role of intuition in decision making. Now, in his own book, Gigerenzer, director of the Center for Adaptive Behavior and Cognition at the Max Planck Institute for Human Development, describes in greater detail the remarkable ability of the human subconscious mind to make snap decisions that are often more productive than are decisions based on careful deliberation and logic. In essence, Gigerenzer suggests, less is more. He demonstrates how intuition, combined with basic rules of thumb, capitalizes on the brain's capacity for filling in missing information. This so-called adaptive toolbox of abilities makes split-second decisions possible. He debunks the idea that women are more intuitive than men. He emphasizes that it often pays to make decisions based on one good reason as opposed to many. viking, 2007, 280 p., b&w images, hardcover, $25.95.

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