The Believing Brain

We assume that belief follows reason, but it's actually the other way around - reason follows our beliefs. Two biases dominate our perception of the world:
1) self confirmation bias - we only see the evidence that confirms our existing belief
2) the "agent" bias - our minds are designed to look for the agent that caused a given result

Our belief in religion ("god" is the ultimate "agent") in conspiracies (911 truth, JFK, Roswell) and arguably economics is based on our belief in agents. Even Adam Smith's "invisible hand" is a wonderful example of an "agent".

Next is the self confirmation bias. Once we believe something, we seek evidence that confirms those beliefs.

Keys to success.
1. Learn to help others believe
2. Learn to create myth
3. Never "believe" anything

That said, as author of many books and someone seeking media attention, Shemer isn't that different from Rush Limbaugh - he's got his line and his followers, and his business rests on maintaining leadership over his little faction. Much of this book is about preaching to the choir, and if your not already in that choir, some of the passages will be repetitive and annoying.

This critique I've reposted (partially) because I think it makes some relevant points:
The actual neuroscience in the book could be summarized in about five pages.

The rest of the book is more information about the author's personal beliefs, pet peeves, etc. Interestingly, when discussing theories he is critical of, the author holds studies to a very high standard, but when discussing his own theory, he references studies and concepts that often do not reach the same level of rigor. In fact, some of his discussions about certain regions of the brain being responsible for highly complex thought patterns is the exact type of modern phrenology that makes most modern neuroscientists cringe.

I actually agree with the author's general premise about beliefs. I am equally skeptical of the existence of god, likelihood of discovering extraterrestrial life, and the various pop conspiracy theories that are out there. I just think the book could have been written in 50 pages. Or better yet, it could have been shortened to a magazine article and not lost any of its basic premise.