Usually I love reading books in the genre. I love learning how people make decisions and how our subconscious mind directs our behavior. This book really tries to do a good job of explaining what our subconscious is and how it influences our behavior. Yet, for me it is a little heavy on the science and a little light on the application.
To be fair, the author really tries to intertwine interesting analogies and folksy anecdotes with the science of how life is really a subjective experience. But, it seems, he can’t help himself from proving his point through reference to numerous studies and minute description of the brain and it’s physicality.
Yes, it’s interesting to know that out subconscious helps us function in life by filtering out a multitude of activities, sights and sounds. It’s interesting that our memory isn’t as accurate as we would like to believe. It’s interesting that even our vision isn’t as all encompassing as we think.
It’s when he gets wades into the weeds of highly scientific explanation of evolution and neuroscience that he loses me.
Many of the later chapters also reveal what most of us know, if not factually, then intuitively. Women like deeper voiced men, tall men. Both sexes attribute positive characteristics to good looking people, in general.
So, toward the end, I put it down. The books of Dan Ariely are more to my liking. I also thought that The Power of Habit: Why We Do What We Do in Life and Business was a lot more engaging and memorable.
Read the book if you like a lot of scientific backup for the author’s assertions of how your subconscious mind rules your behavior. If you’re looking for ways to help change your own behavior or better understandand possibly influence the behavior of others, you may be disappointed.
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