Monday, October 05, 2009

FAGBOK: "Blink - The Power of Thinking Without Thinking" av Malcolm Gladwell

Vi gjør hele tiden valg basert på magefølelse eller intuisjon - enten vi vil eller ikke. Men dette er jo ikke regnet som særlig seriøst. Så vi analyserer og går i dybden. Men det viser seg ofte at det er godt samsvar mellom vår første, intuitive oppfatning og resultatet vi kommer til etter grundig analyse...

Et kjent eksempel er jobbintervjuer. Det er vanligvis svært god korrelasjon mellom intervjuerens oppfatning av kandidaten etter de første 20 sekundene av intervjuet og om kandidaten faktisk får et jobbtilbud.

Denne boken analyserer slike mekanismer. Hvordan virker de og hvor pålitelige er valgene vi foretar. Han går gjennom resultatene av en rekke psykologiske tester som er ganske oppsiktsvekkende.

Eksempel: En gruppe studenter ble vist videoklipp av en rekke lærere. Så skulle de vurdere hvor dyktige de mente de forskjellige lærerne var. Videoklippene var uten lyd og hvert klipp var bare to sekunder. De samme lærerne ble senere evaluert av studenter som hadde hatt dem som forelesere ett semester. Det var godt samsvar mellom vurdering fra gruppen som hadde sett video og gruppen som hadde hatt dem som forelesere.

Videre viser forfatteren hvordan man kan manipulere mennesker ved å benytte disse mekanismene. Det er enkelt å plante ord og begreper hos folk. Dette vil prege deres intuitive adferd.
Eksempel: To grupper får hver sin liste av setninger hvor ordene en stokket. Oppgaven deres er å raskest mulig forstå setningene. Men i virkeligheten får gruppe én setninger med mange "sinte ord". Gruppe to får setninger med mange "snille og tålmodige ord". Etterpå skulle begge gruppene stille seg i kø for å levere sine besvarelser. Køen var lang og det gikk veldig sent. Gruppen med de "sinte ordene" ble vesentlig raskere utålmodig og irritert enn gruppen som hadde fått "snille og tålmodige ord".

Dette er for øvrig teknikker som benyttes av underholdere som for eksempel Derren Brown.

Jeg synes dette var en veldig fascinerende bok. Og det er jo deilig å få bekreftet at min intuisjon har rett :-)

Kan kjøpes på play.com.

Amazon sier:
Blink is about the first two seconds of looking--the decisive glance that knows in an instant. Gladwell, the best-selling author of The Tipping Point, campaigns for snap judgments and mind reading with a gift for translating research into splendid storytelling. Building his case with scenes from a marriage, heart attack triage, speed dating, choking on the golf course, selling cars, and military maneuvers, he persuades readers to think small and focus on the meaning of "thin slices" of behavior. The key is to rely on our "adaptive unconscious"--a 24/7 mental valet--that provides us with instant and sophisticated information to warn of danger, read a stranger, or react to a new idea. Gladwell includes caveats about leaping to conclusions: marketers can manipulate our first impressions, high arousal moments make us "mind blind," focusing on the wrong cue leaves us vulnerable to "the Warren Harding Effect" (i.e., voting for a handsome but hapless president). In a provocative chapter that exposes the "dark side of blink," he illuminates the failure of rapid cognition in the tragic stakeout and murder of Amadou Diallo in the Bronx. He underlines studies about autism, facial reading and cardio uptick to urge training that enhances high-stakes decision-making. In this brilliant, cage-rattling book, one can only wish for a thicker slice of Gladwell's ideas about what Blink Camp might look like. --Barbara Mackoff

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