Studies have found that upon entering an office, people behave more competitively when they see a sharp leather briefcase on the desk, they talk more softly when there is a picture of a library on the wall, and they keep their desk tidier when there is a vague scent of cleaning agent in the air. But none of them are consciously aware of the influence of their environment.
There may be few things more fundamental to human identity than the belief that people are rational individuals whose behavior is determined by conscious choices. But recently psychologists have compiled an impressive body of research that shows how deeply our decisions and behavior are influenced by unconscious thought, and how greatly those thoughts are swayed by stimuli beyond our immediate comprehension.
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