There is ever more evidence that we humans are extremely primitive. Psychologists are demonstrating time and time again how easy it is to prime us. In a recent example, college students were asked to assist someone carrying to many items by holding their cup of coffee. The cup was either hot or iced.

Handing them that cup of coffee was all it took to influence their judgment. The students who held the iced coffee rated a hypothetical person they read about as being colder, less social and more selfish than the students who held the warm coffee.

It has become clear “we” are not alone in our decision making process. We have an invisible partner who influences us and whose instincts are at least as likely to be wrong as they are to be helpful.

You can read the latest article on the topic in the New York Times:
http://www.nytimes.com/2007/07/31/health/psychology/31subl.html?pagewanted=1&ei=5087%0A&em&en=8624aae3fea5a2f0&ex=1186113600