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How We Know What isn't So: Fallibility of Human Reason in Everyday Life | 
 enlarge | Author: Thomas Gilovich
Publisher: The Free Press
Category: Book
List Price: £12.99
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Rating:  5 reviews
Sales Rank: 11914
Media: Paperback
Edition: Reprint
Pages: 224
Number Of Items: 1
Shipping Weight (lbs): 0.6
Dimensions (in): 9.1 x 6.1 x 0.6
ISBN: 0029117062
Dewey Decimal Number: 153.43
EAN: 9780029117064
ASIN: 0029117062
Publication Date: April 26, 1993
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Fallacies and fables and other kinds of phooey all foiled! October 16, 2008
Sphex (London)
2 out of 2 found this review helpful
In his introduction to this classic work on the fallibility of human reason in everyday life, Thomas Gilovich asks, "Why worry about erroneous beliefs?" It's tempting not to - after all, aren't we supposed to tolerate another person's beliefs, however wacky, and respect them too? Where's the harm in "a little superstition" or in someone visiting Lourdes in the hope of a miracle? Gilovich begins with some striking examples of harm being caused in the natural world: black rhinos, green-haired turtles and black bears have all been hunted to near extinction as a result of "mistaken beliefs about aphrodisiacs and cancer cures". If you are now congratulating yourself that you would never fall for the idea that a bear's gall bladder could cure your indigestion, Gilovich has plenty more cognitive biases for you to choose from. No matter how sophisticated we think we are, we're all suckers for some kind of wishful thinking.
Part I of the book opens with an important claim. "Human nature abhors a lack of predictability and the absence of meaning." We tend to see order in the "the often messy data of the real world" where there is none. Part II examines why we might want to hold questionable beliefs, and the role society plays in supporting or promoting those beliefs. Part III looks at several areas in which erroneous beliefs flourish, including the fertile ground of alternative medicine. Finally, in case you were beginning to lose all hope in humanity, Part IV shows "how we might improve the way we evaluate the evidence of everyday life".
Evidence of whatever provenance is important for most people, but one of the major themes of the book - indeed of this whole field of research - is to show how evidence cannot always be neatly bagged and labelled like an exhibit in a court case. "For nearly all complex issues, the evidence is fraught with ambiguity and open to alternative interpretation." We "often fail to recognize that a particular belief rests on inadequate evidence" and are "prone to self-serving assessments". People have even been found "to attribute their successes to themselves, and their failures to external circumstances." Who'd have thought it?
We humans are rightly proud of our ability to see patterns in nature, but we overreach ourselves when we extract "too much meaning from chance events". Professional basketball players and their fans fail to recognize randomness when they talk about winning or losing streaks, and so commit the "hot hand" fallacy. Gilovich and his colleagues discovered that the outcome of any given shot has no predictable influence on the outcome of the following shot. The powerful impression that there is some kind of connection between a sequence of similar events is "the clustering illusion" and the temptation is then to "explain" the phenomenon with "superfluous and often complicated causal theories." Ignoring regression to the mean has rather more serious consequences in education, for example, where spurious regimes of reward and punishment result in a lot of wasted time and energy.
Our best defence "against erroneous beliefs" is, basically, science. There is no magic formula, only easily understandable principles, such as insisting upon "replicability and the public presentation of results". Ideas and findings "that rest on a shaky foundation tend not to survive in the intellectual marketplace." Contrast that with our everyday lives, in which we tend to seek confirmation of our beliefs, not contradiction. It is as if we ask ourselves "Can I believe this?" for what we want to believe and "Must I believe this?" for what we don't want to believe.
"Many of our most bizarre and erroneous beliefs do not survive our interactions and discussions with others." Religious leaders understand this, which is why they fear the books by so-called militant atheists they would once have burned. It is not only the religious who are thankful that people "are generally reluctant to openly question another person's beliefs." Fringe medicine is also "plagued by questionable, erroneous, and often harmful beliefs". Few of us realize the extent to which the "body is a truly amazing machine with remarkable powers to set itself right" or are aware of the "common fluctuations in the course of most diseases". By falling for the post hoc ergo propter hoc fallacy, quacks claim any temporary improvement for themselves (while of course accepting no responsibility for any deterioration).
Confidence is one of those go-to words - especially at times of financial crisis or political change - and is thought to be a universal good. Yet we should remember that those holding false beliefs can be confident too, often more so than those who would question those beliefs. Reading Gilovich will reduce certainty and confidence where they are unwarranted, but will reward you with a surer footing in a complex and often unpredictable world. Be prepared for "conflict and disharmony" as you question beliefs that are unquestionable, and set the bar low. When we tie ourselves in irrational knots, don't expect the intellect to make any great leap.
Fascinating stuff June 20, 2007
tomsk77 (Brixton)
9 out of 9 found this review helpful
I've been bumbling around in the area of behavioural economics/finance for a bit as it has some bearing on my day job. As a result I have developed a geeky interest in the area of mistakes in reasoning, biases etc. The book is a really good introduction to the area and very clearly-written.
It basically gives you a much better insight into some of the things you have probably already noticed (for example, people only seem to notice/value information that confirms what they already think). Aside from the fact that it's a genuinely fascinating area, you might also glean some information that actually helps you in the real world. I was struck by the point that partners tend to notice when their other half does (or doesn't do) something, that causes them pain, but not when the reverse. Hence I will notice if the Mrs doesn't stack the dishwasher, because it annoys me, but won't register when she does do it, so I will tend to take from this that she "never" stacks the dishwasher.
Usefully it also takes the insights from wonky reasoning and applies them to "questionable" beliefs - ESP, 'alternative medicine' etc. And you might learn a bit more about how to tell a good story!
Definitely worth a read. The other book recommended alongside this - Inevitable Illusions - is less good, but also worth a look. It gets into the interesting area of probability (and how bad we are at estimating and understanding it).
YOU'VE GOT TO READ THIS. February 23, 2007
Ian Cadman (uk)
5 out of 5 found this review helpful
Maybe you think you know that when you believe something you only count the things that fit and discount the things that don't.
I can guarantee that after you read this book, the next time you say something like "most joggers seem to be female nowadays" you'll realise that this judgment was based on a sample of only two people! and hence meaningless. Well worth reading.
Everybody should read this book! October 15, 2003
36 out of 39 found this review helpful
In an age where science affects almost every aspect of modern life it is surprising that the number of people who believe "weird things" appears to be on the increase. This book is an excellent guide on how to critically think about everything that you see and hear in your life. I found the authors section on confirmation bias very useful, as it shows how people almost always approach a subject from a biased view and try to GATHER information to SUPPORT that view without even realising they are being biased. This book is very important for a contemporary culture that has many influential people, of all age ranges, and all levels of intelligence trying to make people believe the most mindboggling nonsense imaginable. If you here a theory, it doesn't matter who says it, use your own intelligence to critically analyse it. And remember that many people, refuse to believe theories that are quite sound and by trying to sway public opinion, they attack the person saying the theory rather than looking at what they are saying; this is also known as a smear campaign. This book is a great start for anyone looking for TRUTH in their life rather than clinging onto any belief like a comfort blanket.
If only I had read it years ago! March 27, 2001
51 out of 54 found this review helpful
I can scarcely recommend this book highly enough to anyone interest in widespread errors of reasoning. Working in the same branch of social science as Thaler, Tversky and Kahneman, the author manages to explain very clearly how we fall into reasoning traps, probably because of the environment in which our brains evolved.Although Gilovich's case studies are interesting (belief in ESP, and belief in extreme forms of "alternative" medicine), it's the theoretic part of the book which really stands out as being of benefit to the reader. Anyone who reads a newspaper, watches the television news, votes or invests in the financial markets ought to take the time to read this book.
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