Why Buddhism is True: The Science and Philosophy of Meditation and Enlightenment

by Robert Wright

there’s long been a school of thought which holds that ordinary things do evoke affective reactions, if subtle ones. In 1980, the psychologist Robert Zajonc, expressing what was then a somewhat eccentric view, wrote, “There are probably very few perceptions and cognitions in everyday life that do not have a significant affective component, that aren’t hot, or in the very least tepid. And perhaps all perceptions contain some affect. We do not just see ‘a house’: we see ‘a handsome house,’ ‘an ugly house,’ or ‘a pretentious house.’ We do not just read an article on attitude change, on cognitive dissonance, or on herbicides. We read an ‘exciting’ article on attitude change, an ‘important’ article on cognitive dissonance, or a ‘trivial’ article on herbicides.” Note, by the way, that Zajonc implicitly equates having feelings about things with making judgments about them. This equation is true to the Darwinian view (laid out in chapter 3) that, functionally speaking, feelings are judgments. It’s also true to the meditative technique of relaxing judgment by critically inspecting our feelings. But I digress. Zajonc continues, “And the same goes for a sunset, a lightning flash, a flower, a dimple, a hangnail, a cockroach, the taste of quinine, Saumur, the color of earth in Umbria, the sound of traffic on 42nd Street, and equally for the sound of a 1000-Hz tone and the sight of the letter Q.”