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『The Art of Choosing』(2011)
/ Sheena Iyengar
(Grand Central Publishing, p.368)
『The Art of Choosing』
Ever notice that Santa's suit is the exact same red as the label
for Coke? That's not a coincidence: The Coca-Cola Company
holds a patent on the color. Santa is clearly a Coke man...
Coke doesn't just taste like sugar and natural flavors:
it tastes like freedom.
Our minds don't organize stored information alphabetically or
chronologically or by the Dewey decimal system but rather
by its web od association to other information. As a result,
being exposed to a particular piece of information also makes
it easier to (or impossible not to) recall related information...
Something that activates these automatic associations is
known as a "prime," and its effect on our mental states and
subsequent choices is known as "priming,"
Priming can have pervasive effects on our moods, perceptions,
In some ways the comparison of our world to that of
The Matrix may be more apt than we'd like to believe.
According to Morpheus, the leader of the resistance,
the Matrix is a "neural interactive simulation."
"Ignorance is bliss."
We don't need to choose between a red pill and a blue pill
- between hyperawareness and blissful ignorance.
Becoming aware of a potential influence on our behavior
doesn't necessarily mean we should make decisions
that oppose it.
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