This is a wonderful book for those concerned with the function and potential of the mind. The author is a famous and respected theoretical physicist. He apparently has a lot of free time and intense interest that he has parlayed into doctoral-level knowledge of how the mind functions. You will find a great amount of surprising information here. One example is the phenomenon of "blind-sight," which he discusses thoroughly.
The title is a bit deceiving. It is not about manipulating people through advertising. Rather it is about the importance of the unconscious mind in everything we do and perceive. The word "unconscious" with its Freudian connotations is inaccurate. Perhaps "nonconscious" is better. The author shows that the nonconscious mind accounts for more of our ideas, perceptions, and actions than we normally believe.
The author pulls out all the stops in surveying what we know, from the early history of Psychology to...
Subliminal: How Your Unconscious Mind Rules Your Behavior by Leonard Mlodinow
"Subliminal" is the provocative and fascinating look at the unconscious part of our minds. One of my favorite authors and physicists, Leonard Mlodinow, takes the readers on a journey into the science of the unconscious. What a fun and enlightening book this was. Mlodinow is the master of making the difficult accessible and fun for the masses. How are mind works is one of the most interesting subjects and I was thrilled to see that the coauthor of both the Grand Design and the equally interesting book War of the Worldviews makes his latest venture into this intriguing science. This excellent 272-page book is composed of the following ten chapters: 1. The New Unconscious, 2. Senses Plus Mind Equals Reality, 3. Remembering and Forgetting, 4. The Importance of Being Social, 5. Reading People, 6. Judging People by Their Covers, 7. Sorting People and Things, 8. In-Groups and Out-Groups, 9...
Some of the best introductions to a work of non-fiction such as Subliminal are found when an author is sharing final thoughts. That is why I always read the epilogue or final chapter first. Here is what Leonard Mlodinow has to say when concluding his brilliant book:
"We choose the facts that we want to believe. We also choose our friends, lovers, and spouses not just because of the way we perceive them but because of the way they perceive us. Unlike phenomena in physics, in life, events can often obey one theory or another, and what actually happens can depend largely upon which theory we choose to believe. It is a gift of the mind to be extraordinarily open to accepting theory of ourselves that pushes us in the direction of survival, and even happiness. And so my parents did not sleep that night, while my father taught my mother to sew."
The details of that scene are best reveled within the narrative, in context, and have significance only if you have thought...
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