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The Culture Inside

Invisibilia

CHAPTER

Flowers Are More Pleasant Than Insects

Most people, with the possible exception of entomologists and goss feel more warmly towards flowers than insects. Psychologist Tony greenwald created a test that would find a new way to measure our attitudes about the world. The idea behind the test is that when two concepts are closely associated in your mind, it's easy to group them together so it goes super fast. When two concepts are not usually associated in your head, ice cream and spooky, it takes you a second to switch gears. So how long it takes you to group two things together can tell you whether you think of them as alike or not.

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