RAWIM

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Name: Raymond McCormick

Monday, January 18, 2010

{Book Review} The Hidden Brain by Shankar Vedantam


A Fascinating Book about Our Sub-Conscious and How It Influences Our Lives

The subtitle to this book is “How much our unconscious minds elect presidents, control markets, wage wars, and save out live.” And that is exactly what you get in this book. The book is a well written exposition on how our unconscious brain controls many of our decisions, prejudices and actions without us ever even knowing it.

Now basically the author Vedantam, has compiled the research of various studies and experiments on this topic and presented it in a way that is accessible, interesting and entertaining. I was truly fascinated at how much a part of brain that we never really “Think” with controls our everyday lives, sometimes causing us to do and say things that if we really thought about it we would never do, and other times that same part of our brain saves us from danger and trouble we would never see coming.

The author, Shankar Vedantam, is a journalist for the Washington Post and some people have knocked that fact, since he is not a Ph.D., researcher, or a scientist, I actually don’t mind. As a journalist I think the author presents all his content in very easy to read, understandable and well organized format, with a mix of some great individual stories of real people and how their lives were changed by this "hidden brain".


While this may not be a truly new concept to many; and other works like Freakonomics and The Tipping Point have covered similar areas, I still found this to be a really thought provoking and if the subject interests you and I would recommend this book.

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