# Subliminal >[!info]- metadata >*`= this.tags`* >- Online Rating - `=this.onlineRating` | My Rating- `=this.personalRating` >- Status - `=this.status` >- Progress - `=this.currentPage` of `=this.pages`  ## Summary `=this.description` ## My Thoughts >[!quote]+ My Review >`= this.review` * Correlating consciously motivated behavior with anthropomorphizing. * There's an interesting implication in the conscious/unconscious dichotomy. Just like we shouldn't anthropomorphize animals, we shouldn't presume we're much different to a roundworm seeking the nutrients it's programmed to seek. * Indeed, as humans, our tendency to believe in consciously motivated behavior is so powerful that we read consciousness into not only our own behaviors but those of the animal kingdom as well. * But a roundworm does not think to itself __I'd better what my diameter__, it simply moves toward the nutrient it has been programmed to hunt down. * Fluency Effect in marketing * Fluency effect: If the __form__ of information is difficult to assimilate, that affects our judgments about the __substance__ of that information. ### Highlights * The New Unconscious * Indeed, as humans, our tendency to believe in consciously motivated behavior is so powerful that we read consciousness into not only our own behaviors but those of the animal kingdom as well. * But a roundworm does not think to itself *I'd better what my diameter*, it simply moves toward the nutrient it has been programmed to hunt down. * People have a basic desire to feel good about themselves, and we therefore have a tendency to be unconsciously biased in favor of traits similar to our own, even such seemingly meaningless trait as our names. * Research suggests that when it comes to understanding our feelings, we humans have an odd mix of low ability and high confidence. * Would a crispy cucumber, by any other name, taste as crisp? Would a bacon cheeseburger, presented in Spanish, become Mexican food? Could poetic description convert macaroni and cheese from a limerick to a haiku? Studies show that flowery modifiers not only tempt people to order the lyrically described foods but also lead them to rate those foods as *tasting better* than the *identical* foods given only a generic listing. * Fluency effect: If the *form* of information is difficult to assimilate, that affects our judgments about the *substance* of that information. * People would pay 40 to 61 percent more for an item of junk food if, rather than choosing from a text or image display, they were presented with the actual item. The study also found that if the item is presented behind Plexiglas, rather than being available for you to simply grab, your willingness to pay sinks back down to the text and image levels. * Though you are unaware of it, when you run cool wine over your tongue, you don't just taste its chemical composition; you also taste it's price. * Both direct, explicit aspects of life (the drink, in this case) and indirect, implicit aspects (the price or brand) conspire to create our mental experience (the taste) #### Remembering and Forgetting - Chapter 3 * ["] In constructing your memory, however, there is what you said, but there is also what you communicated, what the other participants in the process interpreted as your message, and finally, what they recalled about those interpretations. - [[Subliminal (2012)]], Page 58 * ["]