DrunkFascinating Research Proving How We Are Influenced Without Even Being Aware of It




By Adam Alter
The Penguin Press, $25.95, 260 pages

“Understanding these forces is more than a matter of idle curiosity, as some can be harnessed for the good while others are mitigated to prevent the bad.”

Adam Alter has assembled tons of research in Drunk Tank Pinkto demonstrate how things we do not even realize shape our feelings, behaviors and impressions. For example, the color pink is a tranquilizer making athletes and prison inmates calmer, even lethargic. Alter shares research on how an easy-to-pronounce name vs. a not-easy-to-pronounce name can make the difference between success and failure. Alter also reveals how the name you choose for your child can have long-lasting and unintended effects. Labels and categories help people put people in boxes, and frankly, enable some to be successful while others struggle.  Alter validates how strong symbols are and the unhidden effects they have on humans. Study after study have proven some amazing results and Adam Alter has assembled an entire book about these outcomes. Drunk Tank Pink is a fascinating book that will make you notice things you might have never thought about before. This book will make you question your bias and ultimately help you be more aware of your surroundings and the names, symbols, colors and even the weather. You will not look at things the same once you finish reading this book!

Reviewed by Seniye Groff

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