Sublime

In a 2010 paper published in The Journal of Neuroscience, Princeton University researcher Uri Hasson

How’s this for rapidly altering frontal function—take an average heterosexual male and expose him to a particular stimulus, and his PFC becomes more likely to decide that jaywalking is a good idea. What’s the stimulus? The proximity of an attractive woman. I know, pathetic.[*23]

previous decisions. Only 22 percent voted for option C, while 78 percent chose option D, the risky strategy. Most doctors were now acting just like Frank: they were rejecting a guaranteed gain in order to participate in a questionable gamble. Of course, this is a ridiculous shift in preference. The two different questions examine identical dilemmas

Zuckerman’s 2013 book, Rewire.

We feel the pain of losses more strongly than we do the same magnitude of pleasure.

heavily biased towards things we have just encountered. Studies have shown that when people are primed with a concept – like ‘rudeness’, for example – they are then more likely to interrupt someone, and when primed with the concept of old age, they are more likely to walk more slowly.2 Similarly, people primed with the concepts of luxury or thrift

It happens in part because we have an investment in the consistency of the story our memories tell.

Nobel Prize winner Daniel Kahneman indicates that on average, we are twice as loss-averse compared to seeking a gain209

insula.