is to become aware of how associations show up in everyday activities, so we can become more fluent at using, challenging, and avoiding associative thinking. So far, we’ve looked primarily at how associations are activated by things we hear, read, and say. Key ideas we covered were:
• Metaphors and stories frame how we reason about things.
• Priming and anchoring work at an unconscious level to activate prior associations.
• Stories are powerful because they tap into a need for survival, engage more senses, and are critical for building social bonds.
• Technology-driven simulations are a new and exciting form of narrative.
• All these associations affect reasoning, behaviors, and decision-making.
Next, let’s consider how associations are activated by what we see.
CHAPTER
5
Everyday Associations: Aesthetics and Explicit Visual Metaphors
Woody: Okay. Calm down, guys. Let’s just keep this in perspective.
Mr. Potato Head: Perspective? This place is perfect.
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