Blink – Malcolm Gladwell

Some of us believe in love at the first sight, have all butterflies in our belly just by looking at someone for 2 seconds. And some of us can decide that we won’t get along with someone just by meeting them for 2 seconds. This book by Malcolm Gladwell, Blink, tells us about those 2 seconds. He calls it intuitive repulsion or snap judgement.

Gladwell argues that decisions made very quickly can be every bit as good as decisions made cautiously and deliberately. He gave an example by doing a research on girls that go to a speed dating event. The kind of guy that they want on paper doesn’t match the kind of guy they are actually attracted to during the event. Its because the decision they made when they met the guy was made unconciously, it was a snap judgement. But if we let ourselves take our time and really describe the kind of guy we want to date, thats some concious logical thinking there, and it will be much different.

However, he also gave an example on how Cocacola changed their products based on product sample testing and failed in the market. The reason: because in real life customers drink a bottle of Cocacola, not only a sip. So liking a sip of one product more than another doesnt necessarily mean that they’ll like it more too when they have to drink a bottle of it.

The Cocacola experiment clearly tells the opposite story about snap judgement. Now it starts to become a bit confusing. Gladwell doesn’t tell us what really happen backstage when we do snap judgement, he also doesn’t really come into conclusion whether or not to choose snap judgement over concious judgement.

So I guess being a fan of Malcolm Gladwell’s works, I kinda expected more to this book and felt like I’m being left in limbo. Worth a read but not my fav. 😦

Ps. I found a book that supposedly explain about what happen when our brain doing some kind of snap judgement, and just generally about how our mind works really, its called “The way we think: conceptual blending and the mind’s hidden complexity” by Gilles Fauconnier and Mark Turner. Will report back when I finished it and see if we will get some answer about the snap judgement theory.

This book is on sale! To keep this blog going and to support children’s literacy project in Indonesia, I’m selling the books I’ve read and reviewed. Stay tune on my instagram @lalalangit for further details 🙂


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