You Are Not So Smart: Why You Have Too Many Friends on Facebook, Why Your Memory Is Mostly Fiction, and 46 Other Ways You're Deluding Yourself

by David McRaney

When a stimulus in the past affects the way you behave and think or the way you perceive another stimulus later on, it is called priming. Every perception, no matter if you consciously notice, sets off a chain of related ideas in your neural network.