Book Review: The Influential Mind

“The manipulation was so powerful that half of our volunteer's memories are changed forever - they now have inaccurate recollections of the movie and are stuck with the wrong answer. When asked if they thought they were still being influenced by the fake answers we had shown them before, almost uniformly their response was ‘No!’” - Tali Sharot on the power of fake social opinion or, more precisely fake social pressure, to change memories from true to false – implanting false memories in people is disturbingly easy to do

“. . . . facts and logic are not the most powerful tools for altering opinions. When it comes to arguing, our instincts are wrong. . . . . The problem with an approach that prioritizes information and logic is that it ignores the core of what makes you and me human: our fears, our motives, our hopes and desires. . . . . Established beliefs can be extremely resistant to change, even when scientific evidence is provided to undermine those beliefs.” - Sharot’s understated case for the weakness of fact and logic in some social contexts – established political beliefs can be and often are impossible to change

Tali Sharot’s 2017 book, The Influential Mind, focuses on the biology of how and why opinion and behavior can change. The book is written for a general audience. Technical jargon is used sparingly, mainly referring to portions of the brain involved in regulating opinion and behavior. The book is a popular psychology text written at about grade level 12 based on an analysis of a portion of the book using an online text readability consensus calculator (range: 10th grade to college level).

Sharot is an associate professor of cognitive neuroscience at University College London. She holds degrees in economics and psychology. She founded and operates UCL’s Affective Brain Lab, which operates at the intersection of psychology and neuroscience. A list of her publications is here. Her main research interests are the biology of dishonesty and lying and the human optimism bias.

Sharot’s book posits ways to influence other minds by playing on the biology of belief change and formation. Despite that intended message, this reviewer’s take-away lesson is basically the opposite. At least when applied to politics, political minds and beliefs are very hard or impossible to change for nearly all people. That is in part because of the separate, competing realities that are now easily available online and via social media. Those separate realities provide all the social context, facts and logic needed to cognitively build and believe in differing world views. There are utterly incompatible world views and beliefs based on utterly incompatible facts and logic, e.g., liberal, conservative, capitalist, socialist, populist, Christian, anarchist, etc. Despite vast differences in perceived political realities based significantly on misinformation and false beliefs, all of those competing world views are very, very real in the believer’s mind.

Sharot does not squarely address the reality of separate political realities as a powerful confounding factor in influencing other minds with fact, logic and biological factors. From this observer’s point of view, that’s a disappointment.

That aside, when it comes to other aspects of life, what Sharot gives useful insight into what leads people to believe and act in certain ways based on biological mental imperatives. Sharot identifies seven biological factors that variably influence whether belief and behavior will stay the same or change in the face of efforts to coax change: (i) existing belief, (ii) emotion, (iii) incentives to change, (iv) perceived agency or perceived personal control of situations, (v) curiosity, (vi) the listener’s state of mind, e.g., relaxed, stressed, bored, angry, etc., and (vii) social context or, as Sharot puts it, ‘other people’.

Regarding existing belief, one can try to find common ground, for example, to convince a parent vaccinate their children by focusing on vaccine benefits. Due to existing beliefs, there is no point in trying to debunk vaccine myths because that approach fails and often makes matters worse.

Regarding emotion, arguments that appeal to emotion are far more effective than fact- and logic-based arguments. This is a significant factor in Donald Trump’s power to persuade. In this regard, Sharot is in agreement with social psychologist Johnathan Haidt, who has argued intuition and morals are major influencers in the context of politics: “. . . . our righteous minds guarantee that our cooperative groups will always be cursed by moralistic strife. . . . . Republicans understand moral psychology. Democrats don’t. Their slogans, political commercials and speeches go straight for the gut . . . . Republicans don’t just aim to cause fear, as some Democrats charge. They trigger the full range of intuitions [emotions] described by Moral Foundations Theory.”

Implanting false beliefs – the power of lying: The power of social context or Sharot’s ‘other people’ presents examples of how easy it is to implant false beliefs in many or most people. By simply telling people that other people, or even one person, believes X is true, significant numbers of people without any or strong opinions about X, or even a belief that X is false, will tend to believe X is true. That is the biological situation, even if X is false. That false belief can persist even if objective evidence that proves X is false is presented to correct the false belief. In this observer’s opinion, this is probably the most influential human trait that allows changing perceptions of reality simply by asserting real or fake social pressure. The effect is more powerful when it is repeated. It is yet more powerful when a person is told, truly or falsely, that most people X is true.

That is why telling and repeating lies in politics is so popular and effective. Political lies are often accompanied by false assertions that what a partisan or special interest argues is majority opinion. We all know it: Politicians, special interests in fact, often claiming their policy is what “the American people want”, even when that is a blatant lie. It happens all the time in politics because it is an effective tactic that plays on human cognitive biology.

For people who want to gain insight into what cognitive cues or inputs tend to be most influential, this book is the best general audience book in this observer’s experience.

B&B orig: 12/17/17