Improbable [findings] have poured forth in psychological research over the last few years. New studies have found that people tidy up more thoroughly when there's a faint tang of cleaning liquid in the air; they become more competitive if there's a briefcase in sight, or more cooperative if they glimpse words like dependable" and "support" - all without being aware of the change, or what prompted it. Psychologists say that "priming" people in this way is not some form of hypnotism, or even subliminal seduction; rather, it's a demonstration of how everyday sights, smells and sounds can selectively activate goals or motives that people already have. More fundamentally, the new studies reveal a subconscious brain that is far more active, purposeful and independent than previously known. Goals, whether to eat, mate or devour an iced latte, are like neural software programs that can only be run one at a time, and the unconscious is perfectly capable of running the program it chooses. The give and take between these unconscious choices and our rational, conscious aims can help explain some of the more mystifying realities of behavior, like how we can be generous one moment and petty the next, or act rudely at a dinner party when convinced we are emanating charm. John A. Bargh, a professor of psychology at Yale, [said] "We're finding that we have these unconscious behavioral guidance systems that are continually furnishing suggestions through the day about what to do next, and the brain is considering and often acting on those, all before conscious awareness. Sometimes those goals are in line with our conscious intentions and purposes, and sometimes they're not." Scientists have spent years trying to pinpoint the exact neural regions that support conscious awareness, so far in vain.

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