Sensation

This is a fascinating book about the unconscious influences of our senses on our behaviour - the theory of embodied cognition. To be more precise, the studies described in the book show that our physical sensations activate abstract concepts and consequently influence our behaviours, emotions and thoughts. In an early example, the author explains how being offered a hot cup of coffee by people buying her flat makes her more amenable to accept a lower price. A particular experiment describes how the temperature of a therapeutic pad influenced participants to choose a reward for themselves or a gift for friends. If the pad was warm, they tended to be more generous. Each chapter investigates a particular experience of sensation, for instance texture, weight, height and power, sweetness and the implications of red – both in terms of performance and its association with sexual attractiveness. Women on a red background – or wearing a red dress - were deemed more attractive than those with other colours. Even the weight of the clipboard influenced people's judgements. Reading the research reported in this book makes one much more aware of subtle physical influences on our judgements and behaviour.