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Mind Reading; The new science of decision making. It's not as rational as you think.

Newsweek International

| August 09, 2004 | Adler, Jerry | COPYRIGHT 2004 Newsweek, Inc. All rights reserved. Any reuse, distribution or alteration without express written permission of Newsweek is prohibited. For permission: www.newsweek.com. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Byline: Jerry Adler (With Mary Carmichael)

In the control room next door are Steven Quartz, a Caltech neuroscientist, and Colin Camerer, an economist, who are looking inside my brain to help understand some of the most vexing problems in postmodern society--irrational market bubbles, intractable Third World poverty and loser brothers-in-law who want to borrow $5,000 to open a franchised back-rub parlor. My brain was helping science explain why, despite centuries of progress in economic theory since Adam Smith, actual human beings so often refuse to behave as equations say they should.

For all its intellectual power and its empirical success as a creator ...

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