Cial dini - Chapter 8 Essay Instance influence, the title of chapter eight, more or less sums up the book. Primitive automaticity, modern automaticity, and sacred shortcuts are all things I will now be aware of in my daily life and will be able to understand why I and others do the things we do. As it discusses in the book primitive automaticity are decision making shortcuts that we will most likely always take. Being aware of the factors learned in this book; reciprocation, consistency, social proof, liking, authority, and scarcity we can make better decisions.

Although even being aware of these without the time to thoroughly think them out may still get us into trouble. This is the "primitive but often necessary single-piece-of-good-evidence approach." The modern automaticity discusses how amazing it is to think that our world is evolving so quickly that we hardly have time to process it all. I have a friend that researches Einstein quite a bit. It never occurred to me until I read this chapter that there is more information available to the brain now than there ever was to even Einstein. There is so much romance to idea that there used to be men called "renaissance men" who had vast interests and experts in several areas. The fact that there is so much new information about everything these days seems as though it makes it impossible for anyone to fill this title.

It says in the book that "the information age, has never been called the knowledge age. Information does not translate directly into knowledge. It must first be processed - accessed, absorbed, comprehended, integrated, and retained." At the rate we are going, I don't know if the history books of our great grandchildren will even call us the knowledge age. Who's to say when the vast amount of information our society is collecting will diminish.

Shortcuts Shall be Sacred is a good title for the description given. The more elaborate our world becomes, the more we will value automatic shortcuts because we are incapable of consuming all the information available to us. The problem is the more we use these shortcuts the more we leave ourselves open to be 'taken' by a compliance professional looking to make a buck. Although after reading this book I feel as though I have a better handle on my mental shortcuts and the way that these people can manipulate them. I already feel great annoyance and frustration toward people and organizations that use unsuspecting people to gain success. I will be able to use this in a fight against those people..