20180904-Thinking,Fast and Slow笔记-4,5

4. The Associative Machine

associative activation: ideas that have been evoked trigger many other ideas, in a spreading cascade of activity in your brain. The essential feature of this complex set of mental events is its coherence.

想法可以一石激起千层浪，而且想法之间具有连贯性。

An odd feature of what happened is that your System 1 treated the mere conjunction of two words as representations of reality.

我们的认知会直接作用到我们的身体，使其发生反应。

idea:  psychologists think of ideas as nodes in a vast network, called associative memory, in which each idea is linked to many others.

想法不是独立存在的，想法之间是互相关联的。

the marvels of priming (语义启动). Priming is not restricted to concepts and words. Your actions and your emotions can be primed by events of which you are not even aware.

ideomotor effect: the influencing of an action by the idea

感悟：priming的影响可谓深入到了日常生活的方方面面，比如广告可以影响我们的购物选择，媒体的宣传引导可能影响我们对于某个问题的看法，我们读过的书也会在潜移默化中改变我们的价值观。

5. Cognitive Ease

causes and consequences of cognitive ease

Good mood, intuition, creativity, gullibility (轻信), and increased reliance on System 1 form a cluster. At the other pole, sadness, vigilance, suspicion, an analytic approach, and increased effort also go together. A happy mood loosens the control of System 2 over performance: when in a good mood, people become intuitive and more creative but also less vigilant and more prone to logical errors.

这个观点非常令人警醒，当我们情绪好的时候，往往更容易轻信他人，缺乏足够的警觉，这时我们就要提醒自己当心小人趁虚而入。有时处在悲伤的情绪当中也未必是坏事，这可以让我们保持清醒的头脑，随时处在警觉的状态中，也更容易发奋努力。

A reliable way to make people believe in falsehoods is frequent repetition, because familiarity is not easily distinguished from truth.

这让我想起一个成语叫“三人成虎”，也就是谣言重复多次就变成了事实。作者还提到了 the mere exposure effect：

The famed psychologist Robert Zajonc dedicated much of his career to the study of the link between the repetition of an arbitrary stimulus and the mild affection that people eventually have for it. Zajonc called it the mere exposure effect.

也就是说，如果一个刺激物被重复多次，人们就会对它渐渐产生轻微的好感。这一重复的技巧在广告方面的应用非常广泛，比如oppo手机的广告可谓铺天盖地、无孔不入，因此年轻人想到要买手机就会立刻想起oppo，而且会想当然地认为大家都在用，质量应该很不错。我当时买笔记本电脑时，第一下想到的就是小米笔记本，因为之前听说有几个小伙伴买了，而且用起来还不错，于是就对小米的笔记本产生了莫名的好感。有了这么个先入为主的观念，买的时候就没怎么多做比较，也没有充分调查小米的质量到底怎么样，很冲动地就趁着6.18买了，使用效果还是有点不太满意，虽然性价比确实还可以。