“Cognitive fluency refers to our brains’ tendency to accept messages that are easy to understand and effortlessly fit into existing schemata (referring back to chapter 1)—and, when positively employed, it is a skill crucial to learning.” — David DiSalvo Copy Share Image
“The flip side of this reality is that our big brains, advanced as they are, come with an array of complex shortcomings and are… — David DiSalvo Copy Share Image
“Participants who anticipated more rapid feedback scored the highest on the test.” — David DiSalvo Copy Share Image
“The best way to think of how our brains frame information is to imagine a picture frame, except unlike a normal frame, this one… — David DiSalvo Copy Share Image
“the amPFC and PCC were shown to play a large role in self-referential thinking and autobiographical memory (essentially, the “me” part of your brain).” — David DiSalvo Copy Share Image
“those who ask themselves whether they will perform a task generally do better than those who tell themselves that they will.” — David DiSalvo Copy Share Image
“In German, bridge (die brucke) is a feminine noun; in Spanish, bridge (el puente) is a masculine noun. Boroditsky found that when asked to… — David DiSalvo Copy Share Image
“selective attention,” also called “selectivity bias”—the tendency to orient oneself toward and process information from only one part of our environment to the exclusion… — David DiSalvo Copy Share Image
“great deal of “green” marketing is predicated on the assumption that people will buy a green product to make themselves feel better about moral… — David DiSalvo Copy Share Image
“appears that our first instinct is for idleness, but when given an excuse to be busy (even a meaningless one), we're liable to act… — David DiSalvo Copy Share Image
“The reason that persuasive messages are short, pithy, and digestible in seconds is that we process them so quickly that they become familiar without… — David DiSalvo Copy Share Image
“schema (singular form of schemata) is like a mental map of concepts that hangs together by association.” — David DiSalvo Copy Share Image
