Mood evidently affects the operation of System 1: when we are uncomfortable and unhappy, we lose touch with our intuition.

A reliable way to make people believe in falsehoods is frequent repetition, because familiarity is not easily distinguished from truth.

The evidence of priming studies suggests that reminding people of their mortality increases the appeal of authoritarian ideas, which may become reassuring in the context of the terror of death.

The general theme of these findings is that the idea of money primes individualism: a reluctance to be involved with others, to depend on others, or to accept demands from others.

This remarkable priming phenomenon—the influencing of an action by the idea—is known as the ideomotor effect.

priming effect and say that the idea of EAT primes the idea of SOUP, and that WASH primes SOAP.

All this happens quickly and all at once, yielding a self-reinforcing pattern of cognitive, emotional, and physical responses that is both diverse and integrated—it has been called associatively coherent.

The essential feature of this complex set of mental events is its coherence. Each element is connected, and each supports and strengthens the others.

associative activation: ideas that have been evoked trigger many other ideas, in a spreading cascade of activity in your brain.