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whenever a node in our semantic network becomes activated (via some type of prime), all other nodes that are connected become activated as well, a principle known as spreading activation
We see what we expect to see. We hear what we expect to hear. We feel what we expect to feel.
our expectations can mold our perception because of confirmation bias, which is the natural tendency for people to seek information to confirm their beliefs or expectations
If you’re in a library where everyone is talking loudly—a behavior that contradicts the typical norm of being quiet—you might assume that the norm in that particular library is more rowdy, and so you would feel less pressure to maintain the norm of talking quietly.
“while gifts are financially inefficient, they are an important social lubricant [because] they help us make friends and create long-term relationships… Sometimes, it turns out, a waste of money can be worth a lot” (Ariely, 2009).
the pressure to avoid a loss overpowers the pressure to achieve a gain
