Thursday, February 23, 2017

From the playbook

A reliable way to make people believe in falsehoods is frequent repetition, because familiarity is not easily distinguished from truth. Authoritarian institutions and marketers have always known this fact. But it was psychologists who discovered that you do not have to repeat the entire statement of a fact or idea to make it appear true. People who were repeatedly exposed to the phrase “the body temperature of a chicken” were more likely to accept as true the statement that “the body temperature of a chicken is 144º” (or any other arbitrary number). The familiarity of one phrase in the statement sufficed to make the whole statement feel familiar, and therefore true. If you cannot remember the source of a statement, and have no way to relate it to other things you know, you have no option but to go with the sense of cognitive ease.— Thinking, Fast and Slow, page 62

<idle musing>
An important thing to remember in these days of "alternative facts"! By the way, the body temperature of an adult chicken is 105–107ºF according to the University of Kentucky Dept. of Agriculture. . .
</idle musing>

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