Author Jonah Lehrer has family in York. He will be in town in October for a talk at Martin Library.
By BETH VRABEL
For the Daily Record/Sunday News
Jonah Lehrer's credentials might be intimidating. After all, he was a Rhodes Scholar to Oxford University, in addition to being a Columbia graduate. He's a contributing editor to Wired and Scientific American Mind. The New Yorker, The Washington Post and the Boston Globe have all carried his byline.
But, just like the rest of us, he gets sent to the grocery store with a list from his spouse.
Unlike the rest of us, such trips inspire a widely acclaimed book.
"I must've spent 20 minutes figuring out which type of Cheerios to buy," said Lehrer, who realized he had a problem with decision making. And so he studied the science behind it. He discovered concepts including loss aversion, or the way the brain remembers its losses more acutely than its gains. This is what drives people to not want to sell their homes in certain economies, how they play games such as "Deal or No Deal," which stocks they buy and which ones they sell. "It's a bias that we're all subject to," Lehrer said. "Unless you know about it, you're going to make the same mistakes as everyone else."
Lehrer's book "How We Decide" delves into this concept along with showing how the brain processes choices we constantly make. "What excites me about the topic, and neuroscience in general, is that it does relate to real life. We're talking about supermarket shopping, battlefield decisions and how a quarterback throws the ball," said Lehrer, who also is author of "Proust Was a Neuroscientist."
Lehrer will share some decision-making insight when he visits 7 p.m. Oct. 22 at Martin Library in York. He'll also talk about creativity, the topic of "Imagine," the book he's currently working on.
And while he's visiting York from Los Angeles, Lehrer will get the chance to decide between chicken corn soup and red beet eggs. Lehrer has a lot of family in the area, including a grandmother and aunt whom he's certain are the best cooks in the county.
Growing up, Lehrer said he spent many summers in York. "I'm really looking forward to visiting York County again," he said.
Allison Meckley, children's library and special events manager for Martin Library, said she was thrilled when Lehrer offered to speak at the library while visiting relatives. "It's really perfect for us," Meckley said. "We like to try to have events periodically that are more geared for young professionals and adults who are interested in learning."
Meckley said the event will be casual, with mingling prior to Lehrer's presentation, and plenty of opportunities for questions afterward. Lehrer said he hopes attendees begin to think more about thinking by going to the event. After all, the research has helped him. He now knows to buy Multigrain and Honey Nut Cheerios, and mix them in the bowl. "My wife will be the first to tell you, I'm a work in process," Lehrer said. "I still take a little too long to pick a tube of toothpaste."
If you go
What: Presentation by Jonah Lehrer, author of "How We Decide" and "Proust Was a Neuroscientist," and contributing editor to Wired
When: 7 to 8:30 p.m. Oct. 22
Where: Martin Library in York
Register: Register in advance at Martin Library's Facebook page (http://www.facebook.com/event.php?eid=132510057817&ref=mf) or by calling 849-6952.
For more: Go to www.jonahlehrer.com
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