“In experiments at Baylor University where people were given Coke and Pepsi in unmarked cups and then hooked up to a brain scanner, the device clearly showed a certain number of them preferred Pepsi while tasting it. When those people were told they were drinking Pepsi, a fraction of them, the ones who had enjoyed Coke all their lives, did something unexpected. The scanner showed their brains scrambling the pleasure signals, dampening them. They then told the experimenter afterward they had preferred Coke in the taste tests.”

“The entire principle of a blind taste test was ridiculous. They shouldn't have cared so much that they were losing blind taste tests with old Coke, and we shouldn't at all be surprised that Pepsi's dominance in blind taste tests never translated to much in the real world. Why not? Because in the real world, no one ever drinks Coca-Cola blind.”

“When you need something to be true, you will look for patterns; you connect the dots like the stars of a constellation. Your brain abhors disorder. You see faces in clouds and demons in bonfires. Those who claim the powers of divination hijack these natural human tendencies. They know they can depend on you to use subjective validation in the moment and confirmation bias afterward.”

“You want to believe that those who work hard and sacrifice get ahead and those who are lazy and cheat do not. This, of course, is not always true. Success is often greatly influenced by when you were born, where you grew up, the socioeconomic status of your family, and random chance”

“When you fear you will confirm a negative stereotype, it can become a self-fulfilling prophecy not because the stereotype is true, but because you can't stop worrying that you could become an example proving it.This self-fulfilling prophecy, being only a matter of perception, can be easily sublimated. Another study by Steele measured the math abilities of men versus women. When the questions were easy, the women and men performed the same. When they were difficult, the women's scores plummeted lower than did those of their male peers. When they ran the tests again with new participants, but this time before handing out the problems told the subjects that men and women tended to perform equally on the exam, the scores leveled out. The women performed just as well as did the men. The power of the stereotype--women are bad at math--was nullified.”

“In 1965, a psychologist named Martin Seligman started shocking dogs.He was trying to expand on the research of Pavlov--the guy who could make dogs salivate when they heard a bell ring. Seligman wanted to head in the other direction, and when he rang his bell, instead of providing food, he zapped the dogs with electricity. To keep them still, he restrained them in a harness during the experiment. After they were conditioned, he put these dogs in a big box with a little fence dividing it into two halves. He figured if the dog rang the bell, it would hop over the fence to escape, but it didn't. It just sat there and braced itself. They decided to try shocking the dog after the bell. The dog still just sat there and took it. When they put a dog in the box that had never been shocked before or had previously been allowed to escape and tried to zap it--it jumped the fence.You are just like these dogs.If, over the course of your life, you have experienced crushing defeat or pummeling abuse or loss of control, you convince yourself over time that there is no escape, and if escape is offered, you will not act--you become a nihilist who trusts futility above optimism.Studies of the clinically depressed show that they often give in to defeat and stop trying. . .Any extended period of negative emotions can lead to you giving in to despair and accepting your fate. If you remain alone for a long time, you will decide loneliness is a fact of life and pass up opportunities to hang out with people. The loss of control in any situation can lead to this state. . .Choices, even small ones, can hold back the crushing weight of helplessness, but you can't stop there. You must fight back your behavior and learn to fail with pride. Failing often is the only way to ever get the things you want out of life. Besides death, your destiny is not inescapable.”

“To be sure, you would like to live in a world where people in white hats bring people in black hats to justice, but you don't.Don't let this discourage you, though. You can accept that life is unfair and still relish it. You aren't in total control of your life, but there is a nice big chunk of your life over which you have complete authority--beat that part to a pulp. Just remember the unfair nature of the world, the randomness of birthright, means people often suffer adversity and enjoy opulence through no effort of their own. If you think the world is just and fair, people who need help may never get it. Realize that even though we are all responsible for our actions, the blame for evil acts rests on the perpetrator and never the victim. No one deserves to be raped or bullied, robbed or murdered. To make the world more just and fair, you have to make it harder for evil to thrive, and you can't do this just by reducing the number of its potential targets.”