Of course our feelings matter. But emotional decisions are usually not the best ones. On the other hand, your emotions can affect your decisions whether you like it or not because the effects can occur on the unconscious level.

Scientists attach great importance to the human capacity for spoken language. But we also have a parallel track of nonverbal communication, which may reveal more than our carefully chosen words, and sometimes be at odds with them.

Science has revealed a universe that is vast, ancient, violent, strange, and beautiful, a universe of almost infinite variety and possibility one in which time can end in a black hole, and conscious beings can evolve from a soup of minerals.

The truth is that our unconscious minds are active, purposeful, and independent. Hidden they may be, but their effects are anything but, for they play a critical role in shaping the way our conscious minds experience and respond to the world.

Whatever I've worked on, I've always tried to make my writing personal. I think that's what makes my books somewhat different from what other scientists are doing. You have to tie concepts into everyday life, or they just won't be interesting for readers.

The pitch, timbre, volume, speed, and cadence of your voice, the speed with which you speak, and even the way you modulate pitch and loudness, are all hugely influential factors in how convincing you are and how people judge your state of mind and character.

What I've learned, above all, is to keep marching forward because the best news is that since chance does play a role, one important factor in success is under our control: the number of at bats, the number of chances taken, the number of opportunities seized.

Non-human primates spend hours a day grooming each other. And with humans, touching is also important. It's a way to form bonds and connect in modern society. But you can also speed up the use of conscious purposes once you're aware of that, and it can be manipulated.

In all our perceptions, from vision to hearing, to the pictures we build of people's character, our unconscious mind starts from whatever objective data is available to us - usually spotty - and helps to shape and construct the more complete picture we consciously perceive.

We believe that when we choose anything, judge a stranger and even fall in love, we understand the principal factors that influenced us. Very often nothing could be further from the truth. As a result, many of our most basic assumptions about ourselves, and society, are false.

Says Bargh: "We all hold dear idea that we´re the captain of our own sould, and we´re in charge, and it´s a very scary feeling when we are not. In fact, that´s what psychosis is - the feeling of detachment from reality and that you are not in control, and that´s a very frightening feeling for anyone."

If memories were indeed like what a camera records, they could be forgotten, or they could fade so that they are no longer clear and vivid. But it would be difficult to explain how people could have memories that are both clear and vivid while also being wrong. Yet that happens, and it is not infrequent.

Our subliminal mental processes operate outside awareness because they arise in these portions of our mind that are inaccessible to our conscious self; their inaccessibility is due to the architecture of the brain rather than because they have been subject to Freudian motivational forces like repression.

We also use our imagination and take shortcuts to fill gaps in patterns of nonvisual data. As with visual input, we draw conclusions and make judgments based on uncertain and incomplete information, and we conclude, when we are done analyzing the patterns, that out picture is clear and accurate. But is it?

Our inner weighing of evidence is not a careful mathematical calculation resulting in a probabilistic estimate of truth, but more like a whirlpool blending of the objective and the personal. The result is a set of beliefs - both conscious and unconscious - that guide us in interpreting all the events of our lives.

When we are in the grasp of illusion - or, for that matter, whenever we have a new idea - instead of searching for ways to prove our ideas wrong, we usually attempt to prove them correct. Psychologists call this the confirmation bias, and it presents a major impediment of our ability to break free from the misinterpretation of randomness.

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