Dr. John Bargh, the world's leading expert on the unconscious mind, presents a groundbreaking book—twenty years in the making—which gives us an entirely new understanding of the hidden mental processes that secretly govern every aspect of our behavior.
For more than three decades, Dr. John Bargh has been responsible for the revolutionary research into the unconscious mind, research that informed bestsellers like Blink and Thinking Fast and Slow. Now, in what Dr. John Gottman said "will be the most important and exciting book in psychology that has been written in the past twenty years," Dr. Bargh takes us on an entertaining and enlightening tour of the forces that affect everyday behavior while transforming our understanding of ourselves in profound ways.
Telling personal anecdotes with infectious enthusiasm and disclosing startling and delightful discoveries, Dr. Bargh takes the reader into his labs at New York University and Yale where he and his colleagues have discovered how the unconscious guides our behavior, goals, and motivations in areas like race relations, parenting, business, consumer behavior, and addiction. He reveals what science now knows about the pervasive influence of the unconscious mind in who we choose to date or vote for, what we buy, where we live, how we perform on tests and in job interviews, and much more. Because the unconscious works in ways we are completely unaware of, Before You Know It is full of surprising and entertaining revelations as well as tricks to help you remember to-do items, shop smarter, and sleep better.
Before You Know It is an intimate introduction to a fabulous world only recently discovered, the world that exists below the surface of your awareness and yet is the key to knowing yourself and unlocking new ways of thinking, feeling, and behaving.
"I predict that this book will be the most important and exciting book in psychology that has been written in the past 20 years. Bargh teaches us that there is a part of our own mind that has remained largely hidden to us. It has been shrouded with menacing images that date back to Freud. These images suggest that at our base we are fundamentally hostile, aggressive, fearful, and even psychopathic and that our conscious mind must control these urges at all costs. Now Bargh reveals a new science of the unconscious that busts these outdated myths. He helps us bring our unconscious minds to a new awareness. These are powerful revelations. With this new science and Bargh's incisive nine rules of the unconscious mind we have brilliant new tools for self-discovery, control, and understanding we have never had before." —John Gottman, Ph.D., Professor Emeritus, University of Washington, author of New York Times bestseller The Seven Principles for Making Marriage Work
"John Bargh is--without exception, without exaggeration, and without competition-- the world's foremost authority on the unconscious mind. He revolutionized the field of psychology and single-handedly initiated the explosion of research on unconscious mental processes nearly three decades ago. His early experiments came out of nowhere and were instantly groundbreaking, and his later theories are now the field's conventional wisdom. Ever since Sigmund Freud's speculations on this topic, pundits, poets, and philosophers have made sweeping claims about the power of the unconscious mind, but John Bargh was the hard-nosed scientist whose rigorous experiments showed us just how powerful it really is, and moreover, exactly how it really works. (Spoiler alert: Freud was wrong). John Bargh is surely the most important social psychologist of his generation (and I say that as a member of his generation) and it is no surprise that he has received virtually every award science can offer. The Hidden Mind is going to be a spellbinding tour, written by the undisputed master." —Daniel Gilbert, Professor of Psychology, Harvard University, author of Stumbling on Happiness
"Professor John Bargh has been a consistently and systematically amazing social scientists for decades with his insights, observations, studies, and perhaps most important--their implications for the way we live and the aspects of our life that we take for granted. Given my experience with Professor Bargh's research and writing, we can expect a fabulous book." —Dan Ariely, Ph.D., James B. Duke Professor of Psychology and Behavioral Economics, Duke University, author of Predictably Irrational
"This book will be a blockbuster, not only because it is about a fascinating topic, but because it will be that rare combination of excellent science (from the person who did the groundbreaking research) and charming and accessible writing. I can't wait to read it." —Timothy D. Wilson, Sherrell J. Aston Professor of Psychology at the University of Virginia, author of Strangers to Ourselves
"John Bargh's new book, to put it simply, is going to be huge. Before You Know It will offer readers an engaging, fascinating, and useful tour of the last frontier: their own unconscious minds. Bargh, who has spent his career performing groundbreaking research in this area, will be the perfect guide: informed, eloquent, and always able to connect. I cannot wait for this book, and I know that I'm far from alone." —Daniel Coyle, New York Times bestselling author of The Talent Code
John Bargh, PhD, is a social psychologist and the world's leading experts on the unconscious mind. His research has appeared in over 170 publications, as well as in Blink by Malcolm Gladwell. In 2014, he received the Distinguished Scientific Contribution Award from the American Psychological Association. He is currently the James Rowland Angell Professor of Psychology at Yale University and director of the ACME (Automaticity in Cognition, Motivation, and Evaluation) laboratory. Before You Know It is his first book.