Brain Bugs
-- By Dean Buonomano
(Score - 8/10)
This book looks at how our neurological wiring has bugs, which leads up to biases, wrong decisions and marketers exploiting us to their advantage. Very objective and the author has reduced complex scientific research to an every-day level.
Here are a couple of examples:
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Read the following list of words:
candy, tooth, sour, sugar, good taste, nice, soda, chocolate, heart, cake honey, eat, pie
Now read them again and take a few moments to try to memorize them.
Which of the following words was on the list: tofu, sweet, syrup, pterodactyl?
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Answer the first two questions below out loud, and then blurt out the first thing that pops into your mind in response to sentence 3:
1. What continent is Kenya in?
2. What are the two opposing colours in the game of chess?
3. Name any animal.
Roughly 20 percent of people answer “zebra” to sentence 3, and about 50 percent respond with an animal from Africa. But, when asked to name an animal out of the blue, less than 1 percent will answer “zebra”.
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-- By Dean Buonomano
(Score - 8/10)
This book looks at how our neurological wiring has bugs, which leads up to biases, wrong decisions and marketers exploiting us to their advantage. Very objective and the author has reduced complex scientific research to an every-day level.
Here are a couple of examples:
-----------------------------------------
Read the following list of words:
candy, tooth, sour, sugar, good taste, nice, soda, chocolate, heart, cake honey, eat, pie
Now read them again and take a few moments to try to memorize them.
Which of the following words was on the list: tofu, sweet, syrup, pterodactyl?
-----------------------------------------
Answer the first two questions below out loud, and then blurt out the first thing that pops into your mind in response to sentence 3:
1. What continent is Kenya in?
2. What are the two opposing colours in the game of chess?
3. Name any animal.
Roughly 20 percent of people answer “zebra” to sentence 3, and about 50 percent respond with an animal from Africa. But, when asked to name an animal out of the blue, less than 1 percent will answer “zebra”.
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