When it comes to understand our feelings, humans have A Low ability B High confidence. You take a job because you think it presents a challenge, but really you are more interested in the greater prestige that it offers. You think you like a fellow because of his humour. These factors can increase pleasure in the pleasure centres of the brain In fact we even have a brand-appreciation part of the brain - the ventromedial pre-frontal cortex VMPC. It gives us warm fuzzy feelings when we contemplate a familiar brand-name product.

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Wilson Literary Science Writing Award New York Times Bestseller This delightfully accessible yet intellectually rigorous book transcends traditional boundaries between neuroscience, psychology and philosophy, to tackle the riddle of the unconscious mind. Freud bashing is a popular intellectual pastime these days but Mlodinow shows that by emphasizing the unconscious he was on the right track: we are completely unaware of the vast majority of events going on inside our brains.

Subliminal presents compelling evidence gleaned from a variety of sources to show that much of our behavior is governed not so much by our conscious mind — which is prone to claim credit — but by a cauldron of motives, drives and unconscious propensities of which we are largely oblivious. Your preference in politicians, the amount you tip your waiter—all your judgments and perceptions—are influenced by unconscious processes.

But though those unconscious processes are outside our awareness, over the past two decades researchers have developed remarkable new tools for probing those mental processes. The result is a new science of the unconscious and a sea change in our understanding of how the subliminal mind affects the way we live. In Subliminal, Leonard Mlodinow uses his signature concise, accessible explanations of the most obscure scientific subjects to unravel the complexities of the unconscious. In the process he probes the many ways it influences how we perceive our relationships with family, friends, and business associates; how we misunderstand the reasons for our investment decisions; and how we misremember important events--along the way, changing our view of ourselves and the world around us.

Employing his trademark wit and lucid, accessible explanations of the most obscure scientific subjects, Leonard Mlodinow takes us on a tour of this research, unraveling the complexities of the subliminal self and increasing our understanding of how the human mind works and how we interact with friends, strangers, spouses, and coworkers.

In the process he changes our view of ourselves and the world around us.

BS EN 14399-1 PDF

Subliminal: How Your Unconscious Mind Rules Your Behavior







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