The drawback is that the things which connect together because of familiarity aren’t always the ones which should connect together because of logic. Another game we used to play proves this point. You ask someone to play along again and this time you ask them to say “Milk” 20 times as fast as they can. Then you challenge them to snap-respond to the question “What do cows drink?”. The fun is in seeing how many people answer “milk”. A surprising number do, allowing you to crow “Cows drink water, stupid!”. We drink milk, and the concept is closely connected to the idea of cows, so it is natural to accidentally pull out the answer “milk” when we’re fishing for the first thing that comes to mind in response to the ideas “drink” and “cow”.

Having a mind which supplies ready answers based on association is better than a mind which never supplies ready answers, but it can also produce blunders that are much more damaging than claiming cows drink milk. Every time we assume the doctor is a man and the nurse is woman, we’re falling victim to the ready answers of our mental prototypes of those professions. Such prototypes, however mistaken, may also underlie our readiness to assume a man will be a better CEO, or a philosophy professor won’t be a woman. If you let them guide how the world should be, rather than what it might be, you get into trouble pretty quickly.

Advertisers know the power of prototypes too, of course, which is why so much advertising appears to be style over substance. Their job isn’t to deliver a persuasive message, as such. They don’t want you to actively believe anything about their product being provably fun, tasty or healthy. Instead, they just want fun, taste or health to spring to mind when you think of their product (and the reverse). Worming their way into our mental associations is worth billions of dollars to the advertising industry, and it is based on a principle no more complicated than a childhood game which tries to trick you into saying “carrots”.

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If you have an everyday psychological phenomenon you'd like to see written about in these columns please get in touch with @tomstafford on Twitter, or ideas@idiolect.org.uk.

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