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Strategies & Market Trends : VOLTAIRE'S PORCH-MODERATED -- Ignore unavailable to you. Want to Upgrade?

To: bela_ghoulashi who wrote (14802)	11/11/2000 9:39:39 PM
From: Jill	Read Replies (2) \| Respond to of 65232

From a 1995 NY Times article: The palette of sights and sounds that reach the conscious mind are not neutral perceptions that people then evaluate: they come with a value already tacked onto them by the brain’s processing mechanisms. This is the conclusion of psychologists who have developed a test for measuring the likes and dislikes created in the moment of perceiving a word, sound or picture. The tests show that these evaluations are immediate and unconscious, and are applied even to things peole have never encountered before, like nonsense words: "juvalamu" is intensely pleasing and "bargulum" moderately so, but "chakaka" is loathed by English speakers. The findings, if confirmed, have possibly unsettling implications for people’s ability to think and behave objectively. While people are easily able to override these initial judgments if they think about their opinions, the evaluation added in the first microsecond of cognition stands if no further thought is given. "There’s nothing that's neutral," said Dr. Jonathan Bzargh, a psychologist at New York University who has taken the lead in recent studies of how emotional evaluations tinge perception. "We have yet to find something the mind regards with complete impartiality, without at least a mild judgment of liking or disliking." ...These instantaneous evaluations create an initial predisposition that gets things off on a positive or negative footing, said Dr. Bargh...Because these automatic judgments occur outside a person’s awareness, as part of an initial perception, said Dr. Bargh, "We trust them in the same way we trust our senses," not realizing that seemingly neutral first perceptions are already biased