J. Bargh: Before You Know It: The Unconscious Reasons We Do What We Do, Simon & Schuster, New York, NY, 2017, ISBN-10: 1785150014

Sinha, Nidhi (2019) J. Bargh: Before You Know It: The Unconscious Reasons We Do What We Do, Simon & Schuster, New York, NY, 2017, ISBN-10: 1785150014. Psychological Studies. ISSN 0033-2968

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Abstract

Research on priming has widely documented that individuals could be sometimes easily influenced into doing certain things without their conscious awareness. With this research premise in mind, John Bargh’s “Before you know it: The unconscious reasons we do what we do” offers a great reminder of how we could be a product of our unconscious algorithms. While attempting to make a theoretical discussion, Bargh (2017) also drops in various self-improvement strategies, which make this book an excellent read for experts and non-experts alike. The book heavily relies on previous studies to make a strong claim about our unconscious mind and why do we do things that we do. This claim, however, is not entirely new to someone, who has been following Bargh’s previous works or the line of research in the field of behavioural economics or social cognition. Nevertheless, this book does a good job in providing a rich account of this perceptually fascinating concept of the unconscious.

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