Direct Anyone’s Thinking
to Anywhere you Want to Take it
People don’t correctly remember WHY they bought that thing.
People don’t know why the DID what they JUST DID.
People’s fallacious memory of choices is easily controlled.
Greater than 99% of people’s choices & decisions are made without a single thought. Directing their feelings and thoughts is easy.
Changing those feelings and thoughts is even easier.
In order to control thinking and direct thoughts, you simply need to understand what they are how they work.
What Are Most ‘Thoughts’ Really?
Almost all actions anyone takes are directed by impulse at the nonconscious level of thinking.
Have you ever bought something, got it home and then never used it? Have you ever seen people buy clothes and then never wear them? I mean most of them? How about shoes? How about an education? What about … well, anything and everything?
Nonconscious impulses to buy, say yes or no, to agree or disagree, almost never come from critical thinking.
Here’s how life works:
1) Your brain and body take you to the cupboard, you grab a cookie, you eat it, the next day you wonder who ate it.
2) They hop in the car and drive to work or the store and have no idea what happened on the drive.
A Drive By – Intended or No?
Last winter I pulled over to the side of the road and got stuck in the snow helping another guy out of a snowbank about 8 blocks from my home.
Then the appreciative couple went on their way.
I saw the other car that sits next to my Sequoia in my garage about 30 seconds later … drive … right by me. My own family member either chose not to stop and help me (certainly possible) or they simply didn’t consciously register me as being relevant to their driving experience.
Most people would be really ticked off.
Unfortunately, I was only disappointed that I didn’t make it to the Reticular Formation in their brain.
She just kept on driving.
About 20 minutes later, in the 14 degree weather with a brisk wind at my side … I finally back and forthed the vehicle until I got unstuck and headed off to the store.
“You weren’t on the side of the road. I didn’t see anyone on that road!”
The brain only wakes up when it MUST attend to something that could be novel or a threat. People stuck on the side of the road in winter is a fairly common occurrence. You (don’t) see it every single day.
The brain is busy selecting song choices in the car. The brain is lost in a story the person is watching happen in their brain. They aren’t awake in a conscious way. Yes, their brain would leave the story and the music if they were to be in danger or saw a naked person run across the street, but barring that, the brain is plenty pleased to simply head to where it needs to go and buy themselves a case of wine.
It’s not that the brain doesn’t care … although it almost never does care. It’s that it has a hierarchy of micro-goals it is doing. It’s watching for cops. It’s talking on the cell phone. Helping someone driving a $60,000 SUV get unstuck simply doesn’t wake the person up.
They get to the liquor store, fill up their case with 12 bottles, and hop in the car thinking they made all kinds of choices in what wine to buy.
What really happened in their brain…and how can YOU direct things next time around?
Identity and the Unconscious You
And what happened at the liquor store? They went to the same sections they did last time. They grab the same bottles. But then a sense of identity emerges. People who like wine like to believe drinking wine is part of their identity.
Unlike the person who ALWAYS buys the same Bud Light or Diet Coke, the wine drinker is obligated by identity to TRY at least one new wine each trip to the liquor store when buying a case.
THAT part of their identity looking to express itself (its Self) has now done so and returns to doing nothing after having said goodbye to the guy at the counter who owns the place.
Back to the car – it’s a cold afternoon and the brain is on 100% autopilot. Not a thought is happening in the brain.
So what IS happening in the brain?
The brain is driving the car and is relatively occupied with that task.
The brain is also watching whatever story (typically sets of feelings, emotions, imaginary, conversations) is happening on the movie screen of the brain.
The nonconscious mind will have these experiences hundreds or thousands of times.
The person is not thinking about anything. At most, they are watching or participating in the movie that is running in their head.
The first trigger to break the attachment to the movie is NOT going to be appreciated by the nonconscious mind.
Do you like it when someone interrupts you while watching a movie?
Of course not.
When the person in the seat in front of me at the theater turns on their mobile phone and scrolls down his messages to find nothing … I simply think of how lucky he is to be alive. Had I not taken anger management … well … I did … and he lives.
Interruptions Cause Stress to the Unconscious Brain
You do not want to interrupt people when they are doing nothing.
Their nonconscious mind is quite active in the background and thwarting it causes STRESS.
Imagine you ask the person, “Why did you buy this wine called Sterling?”
The person has no idea, of course.
A subroutine of identity in the brain simply triggered into consciousness for a brief moment and squirted images of being a classy person who tries new wines.
At no time did a thought happen. There was computation. A few squirts of brain juice and a hand grabbed the bottle.
The name of the wine and the claimed location of bottling simply resonated with that part, that subroutine and IT bought the wine, not the person herself.
“I read something about it that it was really good with steak.”
It’s possible, but very unlikely that is what happened.
In a relationship, it makes no sense to ask questions like these.
Asking a person to essentially make up a reason for doing something that triggered a subroutine/part of the brain, is asking the person to come up with something out of thin air to make sense of something they don’t even remember.
Don’t They Remember?
I know you’re thinking … they MUST remember.
But they don’t.
Whatever they TELL YOU, is WHAT THEY NOW REMEMBER.
Want some evidence?
Here ya’ go …
A Sleight of Mind
Imagine this scenario.
A researcher says, “Hey Kev, who do you prefer – this photo of Scarlett Johansson or this one of Eliza Taylor? (Fine … Brad Pittor Josh Holloway …whatever.) They show you one photograph of each woman (fine … man), side by side. You MUST choose one and only one.
I say, “Um … well … Eliza, I guess.”
The researcher places the photo of Eliza in the “Liked Better” pile and the picture of Scarlett on the “Liked Less” pile.
Then the researcher asks, “Why?”
You verbally point out a couple of reasons perhaps. You explain in detail.
Then the experimenter shows you another dozen pairs of attractive women (or men if you are female)… one pair at a time.
You select from pairings of photographs and explain your reasoning. (Can you believe researchers get grants to do this!?)
Now, the researchers go back through the photos, and SECRETLY switch some of the photos from the “Liked Better” Pile to the “Liked Less” Pile.
The researchers ask you once again why you picked each of the women in the “Liked Better” pile, photo by photo.
A number of the photos are of women (men) you had NOT selected but had delegated to the “Liked Less” pile.
The vast majority of people (me in this case) never become aware of the switch … or their memory being completely inaccurate, and they go right ahead and explain why they picked each person in the pile that had originally been there and those that had been secretly switched with sleight of hand.
When you ask people, “WHY DO YOU LIKE THIS BETTER THAN THAT?” they give you an answer, even if that wasn’t what they originally chose.
The fact that the photos were in the pile is enough obvious certainty to their brain that it was indeed one of their selections.
Of course, many were switched. And people continued to explain why Scarlett was liked better than Eliza …!
This is the first real research EVER done to show this astounding nuance in how people explain their choices.
The implications for influencing decisions and behavior?
Ground breaking …
And it’s not magic.
Persuading the Human Brain
The human brain can be very easy to persuade even AFTER someone has explained something they didn’t originally agree with or made a different choice earlier. We don’t remember what we chose, assume we did, and again, explain a COMPLETELY DIFFERENT set of reasons about the choice of Scarlett instead of Eliza!
For years you’ve read in Coffee the research that shows that people have no idea:
- WHY they do what they do.
- They have no idea WHY they said what they said.
- They have no idea WHY they bought what they bought.
- They have no idea WHAT THEY WILL BUY … though they will TELL YOU … and be wrong.
- People’s memory is so fallible and bad that it is easy to argue or fight about what happened even MINUTES ago.
- False memory is so easily implanted that forgetting happens in minutes.
Talk about sleight of mind.
Almost to a person, people simply don’t remember their choices, assuming that because they EXPLAINED to you why they liked Scarlett(that’s why she’s in the “Liked Better” pile, the mind assumes). The person explains something that they never originally THOUGHT to be true …
Watch how the original research played out from their own report.
Pretty amazing …
When evaluating facial attractiveness, participants may fail to notice a radical change to the outcome of their choice, according to a study by researchers at Lund University, Sweden, and New York University. Equally surprising, the study shows that participants may produce confabulatory reports when asked to describe the reasons behind their choices. The findings appeared in the October issue of Science.
The authors on this paper are Petter Johansson, a graduate student; Lars Hall, a researcher; Sverker Sikstrom, an assistant professor; all from Lund University Cognitive Science; and Andreas Olsson, a graduate student in NYU’s Department of Psychology.
Researchers showed picture-pairs of female faces to the participants and asked them to choose which face in each pair they found most attractive. In addition, immediately after their choice, they were asked to verbally describe the reasons for choosing the way they did. Unknown to the participants, on certain trials, a card magic trick was used to secretly exchange one face for the other. Thus, on these trials, the outcome of the choice became the opposite of what they intended.
What other secret was uncovered?
The researchers measured whether the participants noticed that something went wrong with their choice, both concurrently, during the experimental task, and retrospectively through a post-experimental interview. Less than 10% of all manipulations were detected immediately by the participants, and counting all forms of detection no more than a fifth of all manipulated trials were exposed.
The researchers call this effect choice blindness.
[In English that roughly translates to: 80% of the time people were explaining why they picked Scarlett … when they really picked Eliza! They had no idea what they had just done and made up reasons out of thin air to describe what they didn’t do … as if they had done it!]
Theories about decision-making generally assume that we recognize when our intentions and the outcome of our choices do not match up, but this study shows that this assumption is not necessarily correct. By shedding new light on the links between intentions and outcomes, these results challenge both current theories of decision making, and common sense notions of choice and self-knowledge.
The researchers also sought to understand if the verbal reports given by the participants differed between the faces that they actually chose, and the ones that they ended up with in a manipulated trial.
“Based on common sense alone one might suspect that the reports given for normal trials and for the manipulated trials would differ in many ways”, said Hall. “After all, revealing the reasons behind a choice is something we very often do in everyday life. But revealing the reasons behind a choice we did not make is a very strange thing indeed.”
However, using a variety of measures, the researchers found that the two types of reports were remarkably similar. ‘When asked to motivate their choices, the participants delivered their verbal reports with the same confidence, and with the same level of detail and emotionality for the faces that were not chosen, as for the ones that were actually chosen’ Johansson said.
[You read it right. Not only did they make up stuff out of thin air, but they were CERTAIN of their stuff as being TRUE and REAL.]
Despite the intimate familiarity we have with everyday decision making, it is very difficult to determine what we can know about this process from the ‘inside’, by reflection and introspection. A great barrier for scientific research in this domain is the nature of subjectivity. How can researchers ever verify the reports of the participants involved, when they have no means of challenging them? But by using choice blindness as an instrument, the researchers were able to ‘get between’ the decisions of the participants and the outcomes they were presented with.
“Our experiment introduces an entirely novel methodology that can be used to investigate choice and introspection” Hall said. ”This may lead to an improved understanding of the processes behind both truthful and confabulatory reports.’
And that’s not all!
But Wait … There’s More!
So how do you optimize the fact that they are ON AUTOPILOT?
A study just reported today (December 5, 2014) included 65,000 subjects on airplanes. They were not aware their actions were being observed.
Can the Person Next to You Control What You Buy?
About 1/6 of travelers buy something when offered in the plane. (Headphones, a movie, snacks)
But what happens when a traveler is sitting cheek to cheek with another traveler? Almost always, this is someone they have never seen before in their life and they probably don’t like them … not one bit.
The person sitting next to the guy/girl who just go their credit card swiped for a movie or similar became 30% more likely to do the same for themselves!
The idea virus.
Obviously when it comes to you, your product, your service, you want the perception of the individual you are persuading to see you as having recently been bought … by someone else.
Keypoint: Nothing sells like seeing someone else buying.
And they will NEVER admit and may never even know that it was because the guy next to them paid to watch a movie …
Reserve your spot now!
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