Gigerenzer is one of the researchers of behavioral intuition responsible for the science behind Malcolm Gladwell's bestseller Blink. Gladwell showed how snap decisions often yield better results than careful analysis. Now, Gigerenzer explains why intuition is such a powerful decision-making tool. Drawing on a decade of research, Gigerenzer demonstrates that gut feelings are actually the result of unconscious mental processes--processes that apply rules of thumb that we've derived from our environment andprior experiences. The value of these rules lies precisely in their difference from rational analysis--they take into account only the most useful bits of information rather than attempting to evaluate all possible factors. By examining various decisionswe make, Gigerenzer shows how gut feelings not only lead to good practical decisions, but also underlie the moral choices that make our society function.--From publisher description.An accessible discussion of the science behind Malcolm Gladwell's best-selling "Blink" reveals the importance of intuition in decision-making, explaining how gut feelings occur as a result of unconscious mental processes that effectively function as practical information filters.n is such a powerful decision-making tool. Drawing on a decade of research, Gigerenzer demonstrates that gut feelings are actually the result of unconscious mental processes--processes that apply rules of thumb that we've derived from our environment andprior experiences. The value of these rules lies precisely in their difference from rational analysis--they take into account only the most useful bits of information rather than attempting to evaluate all possible factors. By examining various decisionswe make, Gigerenzer shows how gut feelings not only lead to good practical decisions, but also underlie the moral choices that make our society function.--From publisher description.ical information filters. Read Less