Tide Detergent Experiment: The Power of Subterranean Neurobiological Forces

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Decision-making is heavily influenced by subconscious neurobiological processes instead of conscious deliberation. People's choices can be swayed by subliminal cues, such as mentioning the ocean before asking them to pick their favorite detergent. Despite not realizing the influence, individuals tend to attribute their choices to logical reasons, masking the underlying subconscious factors affecting their decisions.

A common argument against free will is that human behavior is not freely chosen, but rather determined by a number of factors. So what are those factors, anyway? There’s no one better equipped to answer this question than Robert Sapolsky, a leading psychoneurobiologist who has studied human behavior from a variety of angles. In this conversation we follow the path Sapolsky sets out in his bestselling book Behave, where he examines the influences on our behavior from a variety of timescales, from the very short (signals from the amygdala) to the quite ancient (genetic factors tracing back tens of thousands of years and more). It’s a dizzying tour that helps us understand the complexity of human action.

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Robert Sapolsky received his Ph.D. in neuroendocrinology from Rockefeller University. He is currently the John and Cynthia Fry Gunn Professor of Biology, Neurology, and Neurosurgery at Stanford University. His awards include a MacArthur Fellowship, the McGovern Award from the American Association for the Advancement of Science, and Wonderfest’s Carl Sagan Prize for Science Popularization.

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