Brains Evaluate Instantly and Constantly

Posted by Beetle B. on Sun 02 October 2016

Our brains evaluate everything instantly in terms of potential threat or benefit, and adjusts behavior to get more of the good and less of the bad.

Affective reactions: We often find ourselves liking or disliking something the instant we notice it.

Zajone showed that one can make someone like a word or image just by repeatedly showing it to them (advertising): He even demonstrated subliminal influences (showing image for 0.001 seconds).

These affective reactions reduce the information being sent to the rider.

tags : trm, morality, Haidt