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The Hidden Brain: How Our Unconscious Minds Elect Presidents, Control Markets, Wage Wars, and Save Our Lives Paperback – August 31, 2010

4.4 4.4 out of 5 stars 622 ratings

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The hidden brain is the voice in our ear when we make the most important decisions in our lives—but we’re never aware of it. The hidden brain decides whom we fall in love with and whom we hate. It tells us to vote for the white candidate and convict the dark-skinned defendant, to hire the thin woman but pay her less than the man doing the same job. It can direct us to safety when disaster strikes and move us to extraordinary acts of altruism. But it can also be manipulated to turn an ordinary person into a suicide terrorist or a group of bystanders into a mob.

In a series of compulsively readable narratives, Shankar Vedantam journeys through the latest discoveries in neuroscience, psychology, and behavioral science to uncover the darkest corner of our minds and its decisive impact on the choices we make as individuals and as a society. Filled with fascinating characters, dramatic storytelling, and cutting-edge science, this is an engrossing exploration of the secrets our brains keep from us—and how they are revealed. 

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Editorial Reviews

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"In The Hidden Brain, one of America's best science journalists describes how our unconscious minds influence everything from criminal trials to charitable giving, from suicide bombers to presidential elections. The Hidden Brain is a smart and engaging exploration of the science behind the headlinesand of the little man behind the screen. Don't miss it."—Daniel Gilbert, author of Stumbling on Happiness

"Shankar Vedantam brings his critical eye to a question that has haunted scientists and writers for centuries: Does the unconscious matter, and if so, how? With a light touch, the book takes us through the complicated landscape of research on psychology and human behavior. We come away not only understanding how we act, but Vedantam moves past mainstream economic reasoning to shed light on the relationships we create with each other. The book addresses the madness and beauty of our struggles to create a moral and just world." 
Sudhir Venkatesh,  author of  Gang Leader for a Day: A Rogue Sociologist Takes to the Streets

About the Author

Shankar Vedantam is a national correspondent and columnist for the Washington Post and a 2009 Neimann Fellow.  He lives in Washington, DC.

Product details

  • Publisher ‏ : ‎ Random House; 1st edition (August 31, 2010)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 288 pages
  • ISBN-10 ‏ : ‎ 0385525222
  • ISBN-13 ‏ : ‎ 978-0385525220
  • Item Weight ‏ : ‎ 7.4 ounces
  • Dimensions ‏ : ‎ 5.2 x 0.64 x 8 inches
  • Customer Reviews:
    4.4 4.4 out of 5 stars 622 ratings

About the author

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Shankar Vedantam
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Shankar Vedantam is a science correspondent at National Public Radio, based in Washington DC. He was formerly a national correspondent and columnist for the Washington Post, and a 2010 Nieman Fellow at Harvard University. He is interested in how insights from psychology and the social sciences can change the way we think about ordinary events in our lives, as well as news events. Learn more about Shankar at www.vedantam.com and follow him on Twitter @HiddenBrain and on Facebook at www.facebook.com/HiddenBrain

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Top reviews from the United States

Reviewed in the United States on March 28, 2010
This is a fascinating exploration of that aspect or function of the brain that has been variously labeled the "sub-conscious" or the "id," but which seems to be closer to the surface than was ever suspected. This "hidden brain" (a function of the frontal and temporal areas of the cerebral cortex) seems to relate to perception in a manner comparable to cerebellar function in motor activiity. It learns then executes rubrics based upon experience from the earliest childhood, then allows us to function in a largely automatic way and increases the speed and agility of our decisions and actions. It also seems to underlie many of our irrational decisions and unexplained prejudices.
The writing is excellent and easy to follow. Many examples and case studies clarify the surprising points made. This is a must-read for anyone trying to understand the irrational aspects of politics, social interactions or finance.
2 people found this helpful
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Reviewed in the United States on December 6, 2017
This was a very enjoyable read, as most people are not consciously rascist or sexist, but they do have hidden biases of which they are not even aware. I just wish there was more than one chapter about sex bias; the author does first-person interviews with a man-to-woman transgender, and also a woman-to-man transgender working at the same place in the same scientific field, and compares their experiences before and after the gender change. That's one of the most compelling and credible things I've ever read about sex bias in the workplace, and I do wish he included more examples or expanded to more chapters.

Unfortunately, this book was also repetitive about race bias. There are several chapters about that, but it does seem that the author only tested for bias on Americans and only on black or white people. He didn't test for bias against any other races or by any other races. That makes this book somewhat incomplete.

Also, I have my own bias: I think that Americans make everything about race, especially after Obama. In the current news, Meghan Markle just got engaged to Prince Harry, and the big deal in the tabloids is that she's half African-American. So, does race matter or does it not? If it's not supposed to be important, then why is it being reported at all? Maybe that's why racial bias is so prevalent here--it's not important, except when it is, and then it's a big deal.
8 people found this helpful
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Reviewed in the United States on September 26, 2023
I'd been a regular listener of the weekly show on NPR and then the podcast.
Reading the book after already being a devotee, I didn't expect to be surprised.
Well ... surprise! It was a brilliant representation of very new material to me but in the same enlightened professionalism I'd come to expect from the show. As a fellow (former) journalist, I tip my hat to this remarkable social science journalist and storyteller!
2 people found this helpful
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Reviewed in the United States on December 3, 2010
I found this book quite readable and full of useful insights. The sections on our unconscious responses to race was both troubling and believable. Any time a person claims not to be influenced by race, we can be pretty much sure that despite all the best intentions and within the conscious mind, that may be true, but under the surface, basically everyone in American society has picked up on racial attitudes. Even minorities have hidden prejudices against their own minority group.

It becomes especially disturbing in the criminal justice system, where rather than just not getting a job they are qualified for, a racial minority might get 25 years to life, or even the death penalty.

Anecdotal in style, but backed up by solid research.
Reviewed in the United States on February 17, 2015
If you read a lot of books in this genre, then this is likely to be a retread of older studies for you. If not, then you might enjoy it. It's an easy read, and there's a lot of fascinating material.

That said, the author's own "hidden" biases are on full display as well. His chapter on racist bias immediately and definitively sets about showing that racism exists - the author relaying his own personal experiences with it as a minority - and then explores why. In fact, he has a couple of chapters that deal with racism in a fairly masterful way. Those are worth a read. However, in the chapter on sexism, he spends a few pages rambling on about how there's no real way to establish in any useful form that sexism is behind any individual incident that involves a woman. He eventually did get it together and pull out of his spiral to discuss sexism as experienced by trans individuals, but not without the disclaimer that a lot of that discrimination might be attributable to bias against alternative sexuality. Having read substantial amounts of - yes, scientific - as well as less rigorous studies into sexism, I found that chapter sloppy and poorly assembled. It was clearly not the priority for him that racism was. And being dismissive of 51% of the global population is probably a poor strategy for success. I'd have more respect for his book if he simply said, "I'm going to focus on racism since it's where my interest lies," and then not addressed sexism at all. Fair enough - we tend to speak to what we know. But to throw in a sloppy, poorly assembled chapter on sexism, and then act as if it could barely be quantified as a societal force - despite the massive crowds of people globally saying otherwise - felt insulting and dismissive. Definitely a turn-off.

All in all, I can't give this a huge thumbs up or down. It's okay. But if you're only going to read one book in this genre, I'd recommend "Mistakes were Made But Not By Me" or "Dataclysm."
96 people found this helpful
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Reviewed in the United States on November 29, 2020
This book is an easy and engaging read, but more importantly it does a great job of illustrating what we are learning about how our brains work. My only complaint is that it should have had multiple volumes to cover every aspect that we are learning -- of course, the related podcast is doing that. I can't wait for a follow on book!

Top reviews from other countries

Stratis Ioannou
5.0 out of 5 stars Good service
Reviewed in Canada on February 18, 2023
On time as described cannot ask for more. Thank you
Roberto González
5.0 out of 5 stars Amazing storytelling and insights!
Reviewed in Mexico on January 8, 2022
The ease with which the book is read is incredible. Very interesting stories are told to illustrate a somewhat abstract concept as “the hidden brain”. Definitely a must read for everyone interested in social behaviour.
O.A.
5.0 out of 5 stars Really good piece of psychology studies
Reviewed in Germany on February 20, 2017
The author summarizes diverse psychological studies in 10 chapters in a very fluent way. I like the book and it brought me enthusiasm for new books.
Richard Bailey
5.0 out of 5 stars Excellent!
Reviewed in the United Kingdom on January 28, 2015
And excellent book: clear and accessible.
Scott Chatterton
5.0 out of 5 stars Great book
Reviewed in Canada on December 21, 2018
Great read, I bought this book after listening to his podcast. the book is just as good!
One person found this helpful
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