Premiere of The World Science Forum considers how the brain makes decisions

Minneapolis, May 28, 2009 — Ever been stuck on whether to order the Kung Pao chicken or the shrimp? How about whether to rent a Honda Insight vs. a Toyota Prius?

Tomorrow, PRI's daily global news show "The World" explores the fascinating neurological reasons for human indecision with Jonah Lehrer, author of "How We Decide," a new book on the neuroscience behind the act of choice. Lehrer then extends the discussion online in the premiere of The World Science Forum, a gathering place where people interested in science can engage with the experts and one another. Throughout the week, Lehrer will answer questions, respond to ideas and invite robust discussion over time with listeners, probing the latest research on how humans make decisions, from choosing a breakfast cereal to picking a house.

Join the conversation. E-mail "The World" science editor David Kohn at david.kohn@bbc.co.uk or visit theworld.org/science. For more with Lehrer on decision-making and the brain, download the podcast and listen to the full discussion on Friday afternoon at theworld.org/science. Funding for The World Science Forum comes from the National Science Foundation.

About Public Radio International®
Founded in 1983, Public Radio International leads media by producing, acquiring and distributing innovative content that enables U.S. audiences to "hear a different voice™," bringing new voices, global journalism and cultural perspectives to the American public. Through partnerships with BBC World Service and station-based and independent producers, the Minneapolis-based media leader provides more than 400 hours of content each week, broadcast to 31.4 million listeners* through over 800 public radio stations and available through podcasts, streaming and on-demand through its Web site, pri.org. PRI's content is heard by more than 12 million* people each week through these collective sources. For more information on PRI and its programs and services, visit www.pri.org.
*Source: Arbitron Nationwide/Act 1 Systems, Persons 12+ in DMA, Mon-Sun 24 hours, Fall '08.

About PRI's "The World"
An award-winning co-production of BBC World Service, PRI and WGBH Radio Boston, PRI's "The World" is a one-hour, weekday multi-platform global news program hosted by Lisa Mullins. Having premiered in April 1996, it is now broadcast on-air and streamed online by 280 PRI affiliate stations, broadcasts that are heard by 2.6 million listeners nationwide. Podcasts of the show's featured segments are regularly among iTune's top 100. Offering a mix of news, features, interviews and music from around the globe, "The World" is the only American radio program devoted exclusively to providing global journalism for Americans. Support for PRI's "The World" comes from the Medtronic Foundation and "The Economist"; by grants from the Bill & Melinda Gates Foundation and the National Science Foundation; and by the PRI Program Fund, whose contributors include the Ford Foundation and the John D. and Catherine T. MacArthur Foundation.

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Julia Yager
Communications/PR
Public Radio International (PRI)
v: 612.330.9231   e: jyager@pri.org