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Shankar Vedantam

The Hidden Brain: How Our Unconscious Minds Elect Presidents, Control Markets, Wage Wars, and Save Our Lives Paperback – August 31, 2010

by Shankar Vedantam (Author)

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The hidden brain is the voice in our ear when we make the most important decisions in our lives—but we’re never aware of it. The hidden brain decides whom we fall in love with and whom we hate. It tells us to vote for the white candidate and convict the dark-skinned defendant, to hire the thin woman but pay her less than the man doing the same job. It can direct us to safety when disaster strikes and move us to extraordinary acts of altruism. But it can also be manipulated to turn an ordinary person into a suicide terrorist or a group of bystanders into a mob.

In a series of compulsively readable narratives, Shankar Vedantam journeys through the latest discoveries in neuroscience, psychology, and behavioral science to uncover the darkest corner of our minds and its decisive impact on the choices we make as individuals and as a society. Filled with fascinating characters, dramatic storytelling, and cutting-edge science, this is an engrossing exploration of the secrets our brains keep from us—and how they are revealed.

Print length

288 pages
Language

English
Publisher

Random House
Publication date

August 31, 2010
Dimensions

5.14 x 0.57 x 7.95 inches
ISBN-10

0385525222
ISBN-13

978-0385525220
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Editorial Reviews

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"In The Hidden Brain, one of America's best science journalists describes how our unconscious minds influence everything from criminal trials to charitable giving, from suicide bombers to presidential elections. The Hidden Brain is a smart and engaging exploration of the science behind the headlines—and of the little man behind the screen. Don't miss it."—Daniel Gilbert, author of Stumbling on Happiness

"Shankar Vedantam brings his critical eye to a question that has haunted scientists and writers for centuries: Does the unconscious matter, and if so, how? With a light touch, the book takes us through the complicated landscape of research on psychology and human behavior. We come away not only understanding how we act, but Vedantam moves past mainstream economic reasoning to shed light on the relationships we create with each other. The book addresses the madness and beauty of our struggles to create a moral and just world." —Sudhir Venkatesh, author of Gang Leader for a Day: A Rogue Sociologist Takes to the Streets

About the Author

Shankar Vedantam is a national correspondent and columnist for the Washington Post and a 2009 Neimann Fellow. He lives in Washington, DC.

Excerpt. © Reprinted by permission. All rights reserved.

CHAPTER 1

The Myth of Intention

Five days before her thirtieth birthday, on August 24, 1986, Toni Gustus was out on her patio. It was a Sunday, about four o’clock in the afternoon, and Gustus was in a T-shirt working on some plants. She had just moved to Massachusetts from Iowa; the only contact she had in town was the person who had hired her for a job at the United Way in Framingham. She had found a small two-bedroom basement apartment with a living room that opened onto a sunken patio. When she stood on the patio, the street came up to her chest.

A man strolled by and asked for directions. His eyes seemed glassy and his speech was slurred. Gustus did not know how to direct the man, but her Midwestern upbringing kept her from giving a curt answer and turning away. She told him she was new in town and unsure of the local geography. She pointed him in a direction she thought might be helpful. The man did not turn away. He took another step toward the patio and asked if a different street could take him to the same place. She told him what she knew, but she was starting to feel uncomfortable. It was as if they were suddenly having a conversation. The man took another step to the edge of the patio. Gustus told the man she had to go inside. She turned, and he jumped down onto the patio. He grabbed her arm. She raised her voice immediately and told him to leave. He asked for a glass of water. Gustus could smell alcohol on his breath. She protested, and he started to shove her back into the apartment.

A driver in a passing car saw a man and woman having what seemed to be an altercation on a patio. The driver went to the corner, turned around, and came back for another look. By the time the car got back to the spot, the patio was empty. The driver moved on.

The intruder was not much taller than Gustus. She was about five foot five, and he may have been five foot nine or ten. But he was considerably stronger. The moment he shoved her into the apartment, she started fighting. She screamed, and he clamped a hand over her mouth. He was carrying a portable music player, and Gustus seized the headphones cord and wound it around his neck. He seized her throat. They struggled, trying to subdue each other, until Gustus felt she was going to pass out. Something more primal than fear kicked in. Gustus let go of the headphones cord and went passive. It wasn’t just that he was stronger: He was so drunk that she feared he might asphyxiate her and not even know it. No matter what happe ned, she wanted to get out alive.

The moment he started removing her clothes, another instinct kicked in. Gustus started to memorize details about the man. He was white and in his early twenties. He had a little black cross on one arm that may have been ink or may have been a tattoo. He had dark blond hair that fell over his forehead and his ears. His hair was parted in the middle. His nose was long in proportion to his face. His eyes were blue and relatively narrow. He had a tapered jaw. On and on she went, looking for distinctive features. She swore to herself, I am not going to forget this face.

After he raped her, the man allowed her to dress. He put on his clothes. He was not done; it appeared he wanted to have a conversation. Gustus could not believe he wanted small talk. In a sympathetic voice, he told her that “Sometimes it is not good for women when it is like this.”

Gustus was stunned: He had no idea what he had just done. He was subdued for now, but who knew how long it would last? Screaming for help was out of the question; she had tried that, and no one had responded. She had to get out of the apartment. Calmly keeping up her end of the small talk, she told the rapist she needed a glass of water from the kitchen. She asked if he wanted a glass, too. He did nothing to stop her from walking out of the living room. The door to the apartment was next to the kitchen, and Gustus simply opened the door and kept walking. A strange calm descended upon her. She knew what she had to do. From a drugstore, she called her boss and told him what had happened. He drove by, picked her up, and took her to the police station.

Police officers administered a rape kit, and immediately asked Gustus to tell them everything distinctive about the rapist. Gustus unloaded every detail she had memorized about the man—the nose, the chin, the eyes, the hair. The man had been wearing a blue and white shirt, a blue windbreaker, and jeans. An artist came up with a composite picture that Gustus thought was fairly accurate. She told the police the man’s voice was slurred, but she was good with voices and had memorized how he sounded.

By the time the police arrived at the crime scene, the rapist was gone, but he had left his windbreaker behind. There was a burrito wrapped in plastic and foil inside one pocket. Police officers traced it to a convenience store. There was a black-and-white-film security camera in the store, and the police showed Gustus the grainy video. She recognized the rapist the moment she saw him even though the tape did not show his face. Gustus had memorized the man’s body language, the way he carried himself.

The police showed her photos of a number of possible suspects and pictures from local high school yearbooks. None of the photos matched the rapist. About a month after the crime, the police asked Gustus if a drifter they had picked up was the man. Gustus said no. In early December, the police picked up a man who matched the composite picture. Late one evening, police detectives brought Gustus a set of fifteen photos. Gustus pointed to the photo of the man the police had picked up, but she said she needed to see him before she could be sure. Through a one-way mirror at the police station, Gustus thought she saw the rapist. She was cautious by nature, and asked if she could hear the man’s voice. The police held a door ajar so Gustus could hear the suspect speak. Gustus told the police she was 95 percent sure that the man in custody was the rapist. His name, she learned, was Eric Sarsfield.

Gustus spent Christmas that year with her family, in a small Illinois town across the Iowa border. She had thought a lot about Sarsfield in the days after she’d identified him. She was quite certain he was the rapist but was worried about the sliver of doubt at the back of her mind. Gustus was the sort of person who took responsibility for everything; no matter the situation, she asked herself what she had done wrong, or what she could have done better. Was her sliver of uncertainty only a manifestation of this trait to doubt herself? There was a Presbyterian church in town that Gustus had long known; it was a place of refuge and comfort. She was a person of faith, and the church always renewed her. She used to sing in the choir, and the choir director had been her voice teacher.

Sitting in the safe space of the church, ensconced by family, Gustus suddenly felt the burden of doubt lift from her shoulders. She was not 95 percent sure that Eric Sarsfield was the rapist; she was 100 percent certain.

She testified against Sarsfield. When asked how certain she was that the man sitting in the defendant’s chair was the rapist, Gustus said she was sure. The defense, of course, pointed out that Gustus had initially not been certain. But there were many things about Gustus and the crime that made her testimony compelling. She had seen her assailant for an hour in broad daylight on a sunny day. She was an extraordinarily diligent witness with a keen memory for every distinctive detail about the rapist. Her trustworthiness was unimpeachable, her caution exemplary. She was not the kind of person to say Sarsfield was guilty if she had the slightest doubt. Sarsfield pleaded innocent, but that did not mean much. Gustus told herself that it was possible he had no recollection of the crime because he had been so drunk.

The jury was out for several days. As usual, Gustus took responsibility for the delay. She remonstrated with herself for being so cautious at first. She was now afraid that the doubt she had initially expressed would cause the jury to set free a dangerous man—a rapist who would go on to harm other women. She wanted to see Sarsfield convicted and put behind bars. In the end, when the jury found him guilty, Gustus felt a tremendous relief. The months since the crime had been terribly difficult, and she wanted to move on with her life.

Product details

Publisher ‏ : ‎ Random House; 1st edition (August 31, 2010)
Language ‏ : ‎ English
Paperback ‏ : ‎ 288 pages
ISBN-10 ‏ : ‎ 0385525222
ISBN-13 ‏ : ‎ 978-0385525220
Item Weight ‏ : ‎ 8 ounces
Dimensions ‏ : ‎ 5.14 x 0.57 x 7.95 inches

Best Sellers Rank: #132,651 in Books (See Top 100 in Books)
- #238 in Medical Cognitive Psychology
- #447 in Popular Social Psychology & Interactions
- #562 in Cognitive Psychology (Books)

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Shankar Vedantam

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Shankar Vedantam is a science correspondent at National Public Radio, based in Washington DC. He was formerly a national correspondent and columnist for the Washington Post, and a 2010 Nieman Fellow at Harvard University. He is interested in how insights from psychology and the social sciences can change the way we think about ordinary events in our lives, as well as news events. Learn more about Shankar at www.vedantam.com and follow him on Twitter @HiddenBrain and on Facebook at www.facebook.com/HiddenBrain

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Fuad R Qubein

The Mystifying Unconscious Mind

Reviewed in the United States 🇺🇸 on August 30, 2016

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Unlike our normal (conscious) brain, which is live and tangible, the unconscious brain, referred to in this book as the "hidden brain", is intangible and elusive. In fact its own existence was in question. Ever since it was given its name (by Friedrich Schiller in 18th century) it was questioned or even rejected by some psychologists. However, its function and influence were evident enough to engage the attention of famous psychologists like Sigmund Freud and Carl Jung who developed the concept and employed it in psychoanalysis and other psychological problems. In fact, Freud made the concept popular and it became one of his main contributions to psychology.

Freud likened the mind to an iceberg with its tip (above the water ) being the conscious mind and the bulk of it (under the water), being the unconscious mind. This is significant as it implies that most of mental work is done by the unconscious mind. Later research and development showed this to be true. Indeed some psychologists believe that only 25 percent of our mind's work is accomplished by our conscious mind. What is curious about this arrangement is that the conscious mind is mostly unaware of the actions of the unconscious mind. This is not only surprising but also mystifying. In other words , after having made a seemingly conscious decision we would be told it was really the hidden brain that had done the work,or at least had guided us to the decision. If someone is told that he does not understand how his mind works he is likely to be offended, yet, this has become an acceptable fact in psychology.

The contents of this unconscious mind have been somewhat of a mystery. Freud thought it is a reservoir containing our feelings, concerns, fears, and memories which are outside the scope of our awareness. The reason they are suppressed down below is because their surfacing might be disturbing or annoying, e.g. like remembering an ugly crime . How can one access this reservoir? One way is through psychoanalysis as Freud had done using the power of reasoning and allowing several sessions to unravel a patient's background. More often the contents surface in dreams or else through hypnosis. On reading about this strange arrangement one cannot help but wonder: Was this an integral part of our creation, or did it evolve in us over time?

Although we are accustomed to think of the unconscious mind at the personal level, the author gives it another dimension by demonstrating its effect in groups and institutions. He does this using anecdotes and case studies. The danger here is that often the anecdote is in itself so exciting that it overshadows the psychological analysis. One issue dealt with here is racial bias which is presumably generated by our unconscious brain. One researcher in Canada, G. Aboud, tried to trace the origin of this issue by showing little children a picture of a white man and a black man. She would tell the little 3-5 years-old stories about a robbery, or any other offending event, and ask the children to point to the possible culprit in the picture. Invariably most of them would point to the black man . No matter how the question was repeated the result was the same. Where did this bias come from? Parents? Teachers? Friends? She wondered. And would it be embedded and sealed in their hidden reservoir until it surfaces later in life creating our modern-day problematic racial discrimination?

Surely, there is a lot more research to be done on this mystifying unconscious mind.
Fuad R. Qubein
August,2016

11 people found this helpful

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no id

Extremely Fascinating!

Reviewed in the United States 🇺🇸 on November 29, 2020

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This book is an easy and engaging read, but more importantly it does a great job of illustrating what we are learning about how our brains work. My only complaint is that it should have had multiple volumes to cover every aspect that we are learning -- of course, the related podcast is doing that. I can't wait for a follow on book!

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Basil tree 45

This was a very enjoyable read, as most people ...

Reviewed in the United States 🇺🇸 on December 6, 2017

Verified Purchase

This was a very enjoyable read, as most people are not consciously rascist or sexist, but they do have hidden biases of which they are not even aware. I just wish there was more than one chapter about sex bias; the author does first-person interviews with a man-to-woman transgender, and also a woman-to-man transgender working at the same place in the same scientific field, and compares their experiences before and after the gender change. That's one of the most compelling and credible things I've ever read about sex bias in the workplace, and I do wish he included more examples or expanded to more chapters.

Unfortunately, this book was also repetitive about race bias. There are several chapters about that, but it does seem that the author only tested for bias on Americans and only on black or white people. He didn't test for bias against any other races or by any other races. That makes this book somewhat incomplete.

Also, I have my own bias: I think that Americans make everything about race, especially after Obama. In the current news, Meghan Markle just got engaged to Prince Harry, and the big deal in the tabloids is that she's half African-American. So, does race matter or does it not? If it's not supposed to be important, then why is it being reported at all? Maybe that's why racial bias is so prevalent here--it's not important, except when it is, and then it's a big deal.

6 people found this helpful

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AmazonAddict

Meh. Author's own biases brought the book down.

Reviewed in the United States 🇺🇸 on February 17, 2015

Verified Purchase

If you read a lot of books in this genre, then this is likely to be a retread of older studies for you. If not, then you might enjoy it. It's an easy read, and there's a lot of fascinating material.

That said, the author's own "hidden" biases are on full display as well. His chapter on racist bias immediately and definitively sets about showing that racism exists - the author relaying his own personal experiences with it as a minority - and then explores why. In fact, he has a couple of chapters that deal with racism in a fairly masterful way. Those are worth a read. However, in the chapter on sexism, he spends a few pages rambling on about how there's no real way to establish in any useful form that sexism is behind any individual incident that involves a woman. He eventually did get it together and pull out of his spiral to discuss sexism as experienced by trans individuals, but not without the disclaimer that a lot of that discrimination might be attributable to bias against alternative sexuality. Having read substantial amounts of - yes, scientific - as well as less rigorous studies into sexism, I found that chapter sloppy and poorly assembled. It was clearly not the priority for him that racism was. And being dismissive of 51% of the global population is probably a poor strategy for success. I'd have more respect for his book if he simply said, "I'm going to focus on racism since it's where my interest lies," and then not addressed sexism at all. Fair enough - we tend to speak to what we know. But to throw in a sloppy, poorly assembled chapter on sexism, and then act as if it could barely be quantified as a societal force - despite the massive crowds of people globally saying otherwise - felt insulting and dismissive. Definitely a turn-off.

All in all, I can't give this a huge thumbs up or down. It's okay. But if you're only going to read one book in this genre, I'd recommend "Mistakes were Made But Not By Me" or "Dataclysm."

95 people found this helpful

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Luther Burk Fuqua III

Good read

Reviewed in the United States 🇺🇸 on April 2, 2021

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I enjoyed reading this book. The central theme is explored in a variety of arenas and situations. As expected, some chapters were more revealing than others. I can only assume this is due to my unconscious biased.
Being aware of our hidden brain makes us more likely to avoid the pitfalls that are implicit with its existence..

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Richard Bailey

Excellent!

Reviewed in the United Kingdom 🇬🇧 on January 28, 2015

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And excellent book: clear and accessible.

Lena Christl

Streiche, die uns das Unbewusste spielt

Reviewed in Germany 🇩🇪 on April 4, 2018

Verified Purchase

In unserem Unbewussten stecken nicht Ödipus- und Elektrakomplex, sondern vor allem unser gesamter Erfahrungsschatz, der uns hilft blitzschnell Entscheidungen zu treffen ohne nachdenken zu müssen. Das ist das Hidden Brain. Es hilft uns zu überleben, spielt uns Streiche und bringt uns manchmal in die Bredouille. Das schildert das Buch anhand vieler spannender Beispiele aus Forschungsergebnissen. Anfangs ist es spannend wie ein Krimi. Gegen Ende werden die Beispiele etwas pompös "amerikanisch". Trotzdem ein fesselndes Buch in einfachem, journalistischem Stil.

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Roberto González

Amazing storytelling and insights!

Reviewed in Mexico 🇲🇽 on January 8, 2022

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The ease with which the book is read is incredible. Very interesting stories are told to illustrate a somewhat abstract concept as “the hidden brain”. Definitely a must read for everyone interested in social behaviour.

Scott Chatterton

Great book

Reviewed in Canada 🇨🇦 on December 21, 2018

Verified Purchase

Great read, I bought this book after listening to his podcast. the book is just as good!

One person found this helpful

Stratis Ioannou

Good service

Reviewed in Canada 🇨🇦 on February 18, 2023

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On time as described cannot ask for more. Thank you

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