This NY Times article describes how recent research into the power of the subconscious mind suggests that our behavior can be strongly influenced by the most seemly innocuous of cues:
In a recent experiment, psychologists at Yale altered people’s judgments of a stranger by handing them a cup of coffee.
The study participants, college students, had no idea that their social instincts were being deliberately manipulated. On the way to the laboratory, they had bumped into a laboratory assistant, who was holding textbooks, a clipboard, papers and a cup of hot or iced coffee — and asked for a hand with the cup.
That was all it took: The students who held a cup of iced coffee rated a hypothetical person they later read about as being much colder, less social and more selfish than did their fellow students, who had momentarily held a cup of hot java.
Findings like this one, as improbable as they seem, have poured forth in psychological research over the last few years. New studies have found that people tidy up more thoroughly when there’s a faint tang of cleaning liquid in the air; they become more competitive if there’s a briefcase in sight, or more cooperative if they glimpse words like “dependable” and “support” — all without being aware of the change, or what prompted it.
Psychologists say that “priming” people in this way is not some form of hypnotism, or even subliminal seduction; rather, it’s a demonstration of how everyday sights, smells and sounds can selectively activate goals or motives that people already have.
These are important findings. The story doesn't drive home this point, but I think it illustrates just how vulnerable the public is to manipulation by those who would harness subtle cues to make people behave in a certain way. Those best positioned -- equipped with the budgets and incentives -- to make the most of this kind of research, of course, are marketers and advertisers and the scientists they employee. But these people do not have our best interests at heart. In fact, they would use this knowledge to further exploit our inherent vulnerabilities. Sadly, the best psychology research being conducted today amounts to putting yet more knowledge and power into the hands of those most interested in manipulating our behavior: corporations and political consultants.
Yet it's the citizens, through their tax dollars which support the universities, who foot the bill for the research. Something is very wrong with this picture.
How about we turn the equation around? Isn't it time we fought back? How about using knowedge now being used to enslave us, to set us free? That's the idea behind Makzan philosophy, presented in my book (upcoming).
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