Subliminal cuing and unconscious priming influence numerous behaviors unrelated to this book. People think potato chips taste better when hearing crunching sounds. We like a neutral stimulus more if, just before seeing it, a picture of a smiling face is flashed for a twentieth of a second. The more expensive a supposed {placebo} painkiller, the more effective people report the placebo to be. Ask subjects their favorite detergent; if they've just read a paragraph containing the word "ocean," they're more likely to choose Tide-and then explain its cleaning virtues.6
( Robert M. Sapolsky )
[ Behave: The Biology of Humans ]
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