THINKING, FAST & SLOW (DANIEL KAHNEMAN) - Listening books
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The Associative Coherence of Words
Your mind automatically assumed a temporal sequence and a causal connection between the words Bananas and Vomit, forming a sketchy scenario in which Bananas caused the sickness. The events that took place as a result of your seeing the words happened by a process called associative activation. Ideas that have been evoked trigger many other ideas in a spreading cascade of activity in your brain. All of this was completely automatic, beyond your control.
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