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Priming the brain

One of the key themes in Gladwell’s book Blink is the idea of rapid cognition. Our “old reptilian” brain (the amygdala) is capable of sizing up a situation in two seconds.

In the Science section of a recent New York Times, reporter Benedict Carey reviews some of the latest research on “priming the brain.” Much research is being done on what factors the brain relies on during those two precious seconds when we make unconscious decisions about personal security, whether we like a new employee candidate, or if we’ll ever go out again with last night’s blind date.

In a 2004 Standford University experiment, for example, students played an investment game. When there was a briefcase and black portfolio sitting at the end of the large conference room table, the students played much more competitively than when there was a backpack. And in another experiment, unsuspecting participants responded very differently depending on whether they were handed a hot cup of coffee or iced coffee.

There are still competing opinions on how vulnerable the mind is to “priming,” but it’s a good reminder to be more self-aware about how we make decisions and form first impressions.

And for prospective closerlook clients out there, if you walk into a meeting room and one of us hands you a hot cup of coffee to hold while we set down our backpack, you’ll know what’s going on…