Books Before You Know It: The Unconscious Reasons We Do What We Do  by John Bargh Ph.D. (Author)

"Before You Know It: The Unconscious Reasons We Do What We Do" by John Bargh, Ph.D., is a groundbreaking exploration of the powerful role the unconscious mind plays in shaping our behavior, decisions, and social interactions. Bargh, a leading expert in social psychology, presents decades of research revealing how much of what we think, feel, and do is influenced by mental processes outside our conscious awareness.

The book takes readers behind the scenes of Bargh's research labs at New York University and Yale, showcasing experiments that demonstrate how subtle cues and automatic mental patterns guide behaviors ranging from voting choices and consumer habits to parenting styles and interpersonal relationships. For example, studies show that priming people with certain words or sensations can affect their speed of movement, warmth toward strangers, or even political preferences—all without their conscious knowledge.

Bargh emphasizes that this "new unconscious" is not a dark or malevolent force as Freud suggested, but a cognitive system that often enhances our efficiency and survival by rapidly processing information and initiating actions without conscious deliberation. The unconscious shapes our goals, motivations, judgments, and social perceptions in ways we rarely recognize.