Exploring Life: Web Clips

Our unconscious brain makes the best decisions possible (12/27/2008)

Neuroscientists Daniel Kahneman and Amos Tversky received a 2002 Nobel Prize for their 1979 research that argued humans rarely make rational decisions. Since then, this has become conventional wisdom among cognition researchers

Contrary to Kahnneman and Tversky’s research, Alex Pouget, associate professor of brain and cognitive sciences at the University of Rochester, has shown that people do indeed make optimal decisions-but only when their unconscious brain makes the choice.

“A lot of the early work in this field was on conscious decision making, but most of the decisions you make aren’t based on conscious reasoning,” says Pouget. “You don’t consciously decide to stop at a red light or steer around an obstacle in the road. Once we started looking at the decisions our brains make without our knowledge, we found that they almost always reach the right decision, given the information they had to work with.”