Gut Feelings: The Intelligence of the Unconscious

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Gut Feelings: The Intelligence of the Unconscious

3.55 of 5 stars 3.55 · rating details · 570 ratings · 87 reviews

An engaging explanation of the science behind Malcolm Gladwell�s bestselling Blink

Gerd Gigerenzer is one of the researchers of behavioral intuition responsible for the science behind Malcolm Gladwell�s bestseller Blink. Gladwell showed us how snap decisions often yield better results than careful analysis. Now, Gigerenzer explains why our intuition is such a powerful dec...more

Hardcover, 288 pages

Published July 5th 2007 by Viking Adult (first published June 28th 2007)

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Aug 19, 2007 Andrea rated it 4 of 5 stars

Shelves: nonfiction

After hearing this book described as the "science behind Malcolm Gladwell's Blink," I thought that it might be inaccessible and filled with jargon. Instead, I found that Gigerenzer directs his entertaining and controversial book to the average reader.

His scientific study of intuition in decision-making is fascinating. Throughout the book he defends simple, unconscious thought processes (what we would call intuition), which are usually ignored in favor of complex formulas. For example, many scie...more

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Jan 18, 2009 Bob rated it 3 of 5 stars

Basically, the theme of the book is that thinking in patterns of relations in domains of partial knowledge can be more effective than thinking sequentially through logical associations of all that is known. Toward the end of the book this message started feeling repetitive, so I felt that I was learning less as I read more. Condensed, it would make a great piece in Readers Digest.

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Feb 01, 2013 Jeff Kelleher rated it 4 of 5 stars

We seldom have full information, and we seldom have enough time to deliberate. Pure reason, in other words, is impractical in a bustling world. But we must decide, every hour, matters that affect us. So we exercise our gut feelings.

What is intuition, and where do we get it? Its very nature makes it elusive. Gigerenzer's contribution is to try to answer these hard questions.

The archetype is the fielder chasing a fly ball. A logical solution would require an intricate calculation of speed, distanc...more We seldom have full information, and we seldom have enough time to deliberate. Pure reason, in other words, is impractical in a bustling world. But we must decide, every hour, matters that affect us. So we exercise our gut feelings.

What is intuition, and where do we get it? Its very nature makes it elusive. Gigerenzer's contribution is to try to answer these hard questions.

The archetype is the fielder chasing a fly ball. A logical solution would require an intricate calculation of speed, distance, motion, and trajectory. No time. So the fielder applies an instinctive rule that he has learned from having chased thousands of fly balls: "keep the ball at a constant bearing from yourself". (Mariners, by the way, apply the rule consciously: a moving ship at constant bearing will hit you.) It works.

Such rules of thumb work in millions of other applications, from the mundane ("pick the stocks of companies you recognize") to the potentially deadly (heart attack or heartburn? Five simple one-at-a-time questions will yield a more reliable answer than a 50-variable formula that tries to account for everything).

Intuition is simply the mind filling in blanks. It has learned to do this from a combination of evolution and experience. For example, thousand of years of evolution have fixed in our minds that most light comes from above. Therefore, when we view circles drawn on a flat sheet, top-shaded circles appear as indentations, bottom-shaded circles appear as pop-outs.

Experience has taught us that brands we recognize are better quality than brands we don't. That rule is imperfect. Advertisers have learned to exploit it. But we don't have the time or ability to do scientific research on objective quality, so we indulge the (perhaps unconscious) assumption that such research by others filters down to us in the form of brand recognition. It works better than guessing.

My main criticism of the book is that it exalts intution and disparages reason too much. The point the reader should take away is that intuition should be relied on in preference to logic only when there is not time enough or information enough to reach a truly reasoned judgment; or when the decision is inherently uncertain, as whom to marry.

Amateur investors with moderate knowledge will beat professional fund managers by exercising their hunches. But Warren Buffet will beat all of them by putting in the labor to be sure he REALLY knows what he is doing. Gigerenzer understands this, and alludes to it in the book, but the point is obscurely made.

For the good of society, reason must always trump intuition in the long run. Most of the lousiest episodes in history are the result of applied intuition, from the impaling of Christians, to the burning of witches, to the bleeding of the diseased. Racial prejudice is an intuitive rule-of-thumb in action. Gigerenzer surely recognizes this, too. He points out that reason works better than intution in hindsight. But today's hindsight can be tomorrow's foresight, and I wish that point had been more emphasized. (less)

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Dec 29, 2011 Tucker rated it 3 of 5 stars

Shelves: finished, brain

Chapters of particular interest:

- Chapter 7 on the recognition heuristic. Merely by recognizing the name of a foreign city or a consumer brand, we have some information about it: the city must have a lot of inhabitants; the brand must be fairly reliable. (I wonder how this might be applied to the recognition of moral "rules of thumb" discussed in subsequent chapters.)

- Chapter 10 on moral intuitions. He says we have an unconscious "moral grammar," but our rules can conflict with each other and...more

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Mar 24, 2012 Vanessa rated it 4 of 5 stars · review of another edition

Shelves: 2012_read, non-fiction, psychology

I started to read Gut Feeling when I was half way through Thinking, Fast and Slow. These two books were developed around the same theme: human intuition. While Thinking, Fast and Slow exposes the dark side of intuition, Gut Feeling reveals the bright side: how intuition can facilitate our decision making.

The notion of “rules of thumb” is the leitmotif of the book. It goes like this: we make decisions following unexplainable rules that engraved in our consciousness. These rules are usually extrem...more I started to read Gut Feeling when I was half way through Thinking, Fast and Slow. These two books were developed around the same theme: human intuition. While Thinking, Fast and Slow exposes the dark side of intuition, Gut Feeling reveals the bright side: how intuition can facilitate our decision making.

The notion of “rules of thumb” is the leitmotif of the book. It goes like this: we make decisions following unexplainable rules that engraved in our consciousness. These rules are usually extremely simply, yet most of us cannot articulate the formulation or rationale of them. Author of this book argues, when making decisions that involving a myriad of information and highly unpredictable outcome, people who use the simple rules are more likely to get favorable outcome than people who over-analyse. He dubs this simple decision making “fast and frugal”.

The traditional analytic method tells us to list all the criteria that matter, score every criterion then add the score up and pick the option with the highest score. But in real life context, we often encounter circumstances when we have to decide without knowing what we should analyze. Take an example from the book to explain: a father is picking a school from two for his son and he wants to pick a school that makes his son less likely to drop out. With the absence of drop-out rate from both schools, what should this father do? Should he tabulate every criterion of schools, even thought he has no idea which ones have effects on drop out rate? The author introduces “sequential reasoning” to solve this kind of problem. Instead of endlessly tabulating criteria, he asks us just to focus on the big criterion, in this case, things that have conspicuous relation with drop out rate, like say attendance rate. Compare two schools’ attendance rate, if one school has a substantially higher attendance rate, say 15% higher than the other one, stop and pick the higher one. If the discrepancy is not wide enough, you scroll down the list and compare the second most essential criterion until you find the wide enough discrepancy. In addition to being drastically less nerve-wrecking, this method of decision making has been proven to have a higher successful rate to reach favorable result than that of the traditional method.

Knowing how to make a “snap” judgement facilitate your decision making process, and knowing people make snap judgements all the time make you understand human behaviors and how to “manipulate” social change. The notion that most of the people follow “rules of thumb”, even making crucial decision, is very powerful. This notion can explain why companies will throw huge sum of money on commercials: because consumers follow the rule “buy the brand they recognize. This notion can also explain why German soldiers in Nazi era carried out the order of executing the Jew even thought those soldiers were repulsed by the order and had the chance to opt out: because they followed the rule “don’t break rank”. The best illustration of this powerful force comes from organ donation system. In France, roughly 90% of the population is potential organ donors whereas the percentage in the US is 20%. You may wonder it is cultural or religious reason to cause this discrepancy, but in fact, the major culprit is the system. The organ donation system in France and most the European countries is an opt-out system: every person agrees to be a donor by default and can opt out the system by filling out a form. The system in the US operates vice verse. The majority of people didn’t put much of thoughts on the philosophical and moral codes on the idea of organ donation; they only followed a simple rule “the default option is better”. Yet this tiny design difference between two system result in whether ten of thousands of people’ lives can be saved. The author argues, to apply this intuitive tendency of people into social and moral context, we can reduce unwanted events by making people less likely to chose decisions of which can lead to those events.

To say “think less” is useful doesn't mean the author is championing ignorance in this book, and he acknowledges that gut feeling doesn’t always work. However, he argues, in the age of rationality, when we rationally analyse everything, we inadvertently restrict our imagination undercut our capability and underestimate what we can achieve. He says, at the end of the book, if we don’t know what we cannot do, we may bring wishful thinking come true.(less)

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Sep 12, 2010 Alaeddin Hallak rated it 2 of 5 stars

Shelves: psychology, ebooks

It was great in the first few chapters. I learned some very interesting ideas (which I will summarize at the end of this review), but then it got too scientific and philosophical and I totally lost interest and goodwill once the author started attributing everything to so-called "evolution" and even started suggesting improvements to "shortcomings" in the creation of the human eye at some point.

Nevertheless, the following are my main takeaways from the book:

Recognition Heuristic: relying on wha...more

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Aug 25, 2009 getAbstract rated it 5 of 5 stars · review of another edition

Annotated study on the value of instinctive responses over rational ones

According to Freud and other intellectuals and philosophers, intuition is unsound and has no merit. Freud warns not to put any value on gut feelings. Instead, people should trust logic and reasoning. German psychologist Gerd Gigerenzer begs to differ. He claims that intuition often works far better than reason to solve problems and make decisions. Gigerenzer details numerous studies that repeatedly demonstrate intuition’s a...more

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Jan 12, 2010 Dinah rated it 3 of 5 stars

Shelves: nonfiction, psych, instructional-self-help, waxing-philosophical

So, if you want to save yourself the time and expense of taking a Cognitive Science 101 course, this book is a pretty good solution. Gigerenzer offers up some theories on how human decision-making actually works (hint: it's not by drawing up a big list of pro's and con's and doing a weighted analysis), why we evolved to make decisions this way (VOMIT. instant -1 star.), and presents evidence that these innate methods of decison-making are often "better" than advanced statistical models.

The first...more So, if you want to save yourself the time and expense of taking a Cognitive Science 101 course, this book is a pretty good solution. Gigerenzer offers up some theories on how human decision-making actually works (hint: it's not by drawing up a big list of pro's and con's and doing a weighted analysis), why we evolved to make decisions this way (VOMIT. instant -1 star.), and presents evidence that these innate methods of decison-making are often "better" than advanced statistical models.

The first third of the book was basically a primer in how corporations exploit the recognition heuristic to promote sales and brand loyalty, by plastering their logo on every imaginable surface because humans are more likely to "like" or "buy" something they recognize over an unknown. Only Gigerenzer didn't explain it like that, he was actually talking about the processes that inform intuitive, morally-neutral decision making... I just can't read a book morally-neutrally.

Listen, this book is fine. I'm sure the science behind it is solid and I think Malcolm Gladwell used it as a jumping-off point more than once. Reading it just made me uneasy because once the more we understand about the way people make gut decisions, the more that understanding will be exploited. Which could be a good thing! Gigerenzer even gives some examples of how it could be a good thing, like how it could increase the percentage of organ donors or help doctors better prioritize the symptoms and care of patients! But I am forever cynical, and read this whole book thinking about how it gets easier every day for those with power to subtly control those without power.

In conclusion, this book made me sad in ways a book of statistically-driven, non-narrative nonfiction should not. But the processes of intuition described in this book are probably things we should know about ourselves, and things we should call out corporations/the government/etc for exploiting.

[Today's review brought to you by the word "exploit" and the number "paranoia.":](less)

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Jun 08, 2010 Allysha Moulton rated it 3 of 5 stars

This book definitely opened up my mind to how my mind actually works. This book was kind of like "The Tipping Point" by Malcolm Gladwell, but instead of how you think, it's about how the brain works. I loved this book. It is so interesting and it makes you want to read more and more. I learned some things I had never heard of before, and it cleared up a few things I had questions on, but was never motivated enough to go check out or research. Knowing the trick to playing tic-tac-toe is never fun...more

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Mar 07, 2009 Tricia rated it 4 of 5 stars

Interesting investigation into intuition and gut feelings by one of Malcolm Gladwell's resources for Blink. If you were interested in understanding more about how gut feelings or intuition really works, this is an easy-to-read, interesting primer. Overall my takeaway was that we should learn to listen more to our initial gut feelings when faced with major decisions. The unconscious knows a lot more than we might give it credit for and paying heed to that upset stomach might be wise. Is it just i...more

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Mar 18, 2012 Nick rated it 4 of 5 stars

Shelves: psychology, science

This is the pop-science book behind pop-science books like "Blink". Its good, although the basic thesis is pretty simple and doesn't get elaborated on very much as the book progresses. The idea is that given limited information, its wiser to rely on heuristics and intuition than to try and rationally construct a solution. This isn't to say intuition is better than reason, only that its a different tool which is useful in a different set of circumstances. Some of this stuff was obvious, even to m...more

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Dec 01, 2012 Rafael Parreira rated it 5 of 5 stars

O autor explica muito bem como o pensamento simples e intuitivo pode ser usado para resolver os mais diversos problemas e situações, inclusive prever quais serão as melhores alternativas. A intuição é tão precisa quanto opiniões de especialistas em economia, medicina e direito. Os argumentos são fundados em estudos científicos que muitas vezes provam o senso comum. Acho que a maior crítica que fazem ao pensamento intuitivo, e que Gigerenzer rebate sempre no livro, é que uma análise profunda e ra...more

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Sep 25, 2011 Христо Блажев rated it 2 of 5 stars · review of another edition

Герд Гигенцер вярва, че трябва да слушаме “Гласът на интуицията”
http://www.knigolandia.info/2010/03/b...

Тази книга определено влиза в разрез с много традиционни практики. Нейният автор твърди, че нашите мозъци имат мощни аналитични умения (в което едва ли някой се съмнява), които обаче ние затрупваме с информация и практически деактивираме.

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Apr 13, 2013 gramakri rated it 3 of 5 stars

This book warns you from getting stuck in analysis paralysis mode and strongly advocates the necessity and urgency to take decisions based on your intuitive gut feelings given the limited information and time you have at your disposal.
Such decisions, the author argues , are generally as good as if not better than the decisions taken with tonnes of data and information.
A very interesting read, though at certain places it tends to be somewhat repetitive.
For key takeaways from this book visit
http:/...more

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Jan 23, 2009 Steven Peterson rated it 5 of 5 stars

This is an intriguing work on human decision making. The argument is that evolution has given us an adaptive toolkit of decision making tools. Based on experience over eons, shortcuts for making decisions came about. And, accroding to the author, studies suggest that these can be more effective than statistical analysis. For instan ce, "Take the Best." In maing decisions, you simply accept the first choice that looks like it will work. That's it!

Well written and relatively short. Quite useful in...more

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Jun 13, 2012 Marynna rated it 4 of 5 stars

Shelves: social-science, psychology

With reservations, recommended.

Overall, Gut Feelings is a fascinating discussion of human social behavior by a well respected expert. Although Gigerenzer's unifying theme / central idea remains unproven, nevertheless his insights about social behavior, including interesting anecdotes and descriptions of research findings, is worthwhile and useful. It's amusing and ironic to notice that his all-or-nothing heuristic conclusion apparently does not follow the presented evidence and arguments.

Gigeren...more With reservations, recommended.

Overall, Gut Feelings is a fascinating discussion of human social behavior by a well respected expert. Although Gigerenzer's unifying theme / central idea remains unproven, nevertheless his insights about social behavior, including interesting anecdotes and descriptions of research findings, is worthwhile and useful. It's amusing and ironic to notice that his all-or-nothing heuristic conclusion apparently does not follow the presented evidence and arguments.

Gigerenzer's explanations of social decision heuristics -- what we do versus what we think we are doing -- are compelling and thought-provoking. On the other hand, it seems that his central proposition -- a judgment that partially informed, sub-conscious decision-making is *always* superior to reasoned argument -- does not follow and seems ill advised. Heuristic decision making driven by social / emotional factors may be more common, and in certain cases may even be more accurate; however, Gigerenzer has not provided evidence for his central claim that less information is *always* better. Could that claim have been editorial hyperbole? After all, the text generally exercises more caution than the opening statements and backs off a bit from that initial claim.

It may be a minor point but is noticeable that some of the logical arguments are a little bit flawed. For example, Gigerenzer's discussion of the recognition heuristic claims that familiarity with the name Chernobyl, and not reasoning, permits most people to estimate accurately the relative size of the city: "its nuclear power accident ... has nothing to do with its size." It can be argued, however, that the public can rely upon reasoning: there was wide publicity that Chernobyl was generally evacuated in response to the accident, therefore, the city population must be relatively small. It's difficult to understand why Gigerenzer would claim that the accident and population size are unrelated. Non-experts like me may wonder what other weaknesses may exist, and whether these affect Gigerenzer's claims.

Although with various reservations and questions, I would recommend _Gut Feelings_ for its many novel ideas.

Next on my list: David G. Myers' Intuition: Its Powers and Perils.
(less)

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Apr 24, 2010 Jen rated it 3 of 5 stars

This book was not exactly what I expected, but good nonetheless. It really was more of a scientific look vs. a spiritual (which I had been expecting.)

The author maps out individual examples and research to show us how we utilize our unconscious in everyday decisions. He does this in a pretty simple way and interesting way.

What stood out to me, was how the author demonstrated that those who have average knowledge of a given subject often can accurately deduce things about that subject as well as...more

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May 24, 2008 Yosafbridg rated it 3 of 5 stars

In order to make sense of Gerd Gigerenzer's Gut Feelings: The Intelligence of the Unconscious you kind of have to stop making sense (to borrow from the Talking Heads) or at least let go of the idea that everything has to make sense. It is a very interesting book, and if you just let yourself go with it, highly readable.

Gigerenzer's basic principle is that many of our decisions are based on unconscious and instinctual heuristic processes and that these processes are often more efficient than stat...more

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Jul 20, 2012 Amblingbooks.com marked it as to-read · review of another edition

Shelves: audiobooks, psychology, science-nature

Gerd Gigerenzer is one of the researchers of behavioral intuition responsible for the science behind Malcolm Gladwell's bestseller Blink. Gladwell showed us how snap decisions often yield better results than careful analysis. Now, Gigerenzer explains why our intuition is such a powerful decision-making tool.

Listen to Gut Feelings on your smartphone, notebook or desktop computer.

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Sep 07, 2012 Andrew Skretvedt rated it 4 of 5 stars

Gigerenzer is worthy of your attention. This book is lighter than another of his I recently read, "Calculated Risks," which I recommend more strenuously.

The essential takeaway which I was left with, in simple terms, when faced with a decision, your gut instincts are likely to be at least as good, and probably better than a complex and carefully weighed analysis.
The book discusses at length why this might be so, and the heuristics or mental rules-of-thumb involved.

I'd recommend the section discu...more

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Jan 16, 2012 Leslie rated it 3 of 5 stars

This was an enjoyable read about what is being discovered about the logic of the unconscious. Simple heuristics allow us to navigate complex statistical problems better than chance - and even better than experts - in many situations. However, there are situations in which they do not work as well. Knowing the difference and adjusting appropriately is key. Similarly, structuring the environment to take advantage of those background processes can really simplify life and reduce error.

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Sep 12, 2010 Ninakix rated it 2 of 5 stars

I just didn't find myself very compelled by this book. Unfortunately, the material covered in this book is covered by a lot of books these days, and the way this book does so is not very compelling. The writing itself was bland, and the book didn't necessarily delve into these things in a way that made you understand it better than many of the much better books covering the material.

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May 15, 2013 Roberta Romero rated it 4 of 5 stars

This pretty much sums the book up:

"...Gut feelings are in fact neither impeccable nor stupid. As I have argued, they take advantage of the evolved capacities of the brain and are based on rules of thumb that enable us to act fast and with astounding accuracy. The quality of intuition lies in the intelligence of the unconscious: the ability to know without thinking which role to rely on in which situation...there is no way around intuition; we could achieve little without it." (p228-229)

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Feb 11, 2013 Anne rated it 2 of 5 stars

Sort of a primer, a lot of interesting examples and very well documented, but a bit too simplistic. It becomes repetitive after the first few chapters. The basic idea is that hunches work. Sometimes. Which is nothing new, really. Some explanations about heuristics, decision-making, nothing out of the ordinary. Mildly interesting, but after a few chapters, I was struggling to finish it.

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Nov 15, 2008 Sylvia rated it 4 of 5 stars

Shelves: infusingtheignorantme

Highly readable for such a scientific book. We live in a world where logics and rationality are treated as gods but this book proves that intution could work so much better, solving riddles, problems and anything with less efforts. Faster and more efficient.

I especially like the way Gigerenzer describes that people don't think and feel like rational computers by giving example of the half empty half full glass. Logically, the two are equals. But human beings don't work that way. Facing two glass...more

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Jul 10, 2012 Dawn rated it 3 of 5 stars

Shelves: cognitve-hypnotherapy

This was an easy enough read and I might have enjoyed it more if I hadn't read the Decisive Moment first. I found the other book more practical - giving me lots of ideas on how to change the way I acted. This book is just a discussion around the evidence for gut feeling being our primary driver. To be honest I only got half way through the book

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Nov 30, 2008 Graig rated it 4 of 5 stars

I admit I am totally clueless on the subject. I would like to find out if I really should be following fuzzy feelings out of the gate, or if they should be filtered in some way. I've done both and nothing gets me anywhere. So far, it's educational, well-researched, and fun to read. I still wonder if it works...

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Aug 30, 2009 Bill rated it 5 of 5 stars

The intuition can be a better guide than our explicit reasoning, and that we really should try to heed it.

Also that a "fast and frugal" decision tree may be a much better practical tool than a comprehensive decision tree - and maybe that is what all that AI work on heuristics was groping towards?

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Sep 01, 2008 Scott rated it 3 of 5 stars

Shelves: scientificworldview

This book has quite a few interesting anecdotes and studies that demonstrate how our subconscious mind is where most of our decisions are made, and actually does a good job most of the time with a few rules of thumb and some ignorance. Gigerenzer argues weighing the pros and cons carefully and methodically is time consuming and almost impossible in most day to day situations so most of the time humans should just go with their gut feeling. In most cases that will make people happiest. However, I...more

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Nov 20, 2012 Dave rated it 3 of 5 stars

This short book on our ability to make decisions based on our unconscious was an interesting read. The book contains a decent amount of science, but since the author explains the concepts with examples it was comprehensible to the lay reader, (like me, i didn't major in science in college).

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