John Bargh’s book “Before You Know It: The Unconscious Reasons We Do What We Do,” reviewed in “The Psychologist,” delves into the hidden factors influencing human behavior. Bargh, a distinguished social psychologist celebrated for his innovative experiments, investigates how motivations, objectives, habits, background, and surroundings subtly direct actions. His well-known studies, such as priming students with “elderly” vocabulary to walk more slowly and offering a warm beverage to foster a more favorable view of strangers, underscore the minor elements that shape behavior, frequently outside of our conscious awareness.
Bargh situates social psychology within a wide, multidisciplinary perspective, blending cognition, neuroscience, and evolutionary theory. However, his dependence on contentious “social priming” studies and the extensive application of “unconscious” has faced scrutiny amid the replication crisis in psychology. Detractors contend that not addressing these controversies simplifies the unconscious’ significance.
Bargh’s captivating storytelling featuring real-life illustrations is acknowledged, yet a deeper examination linking to the experiments is wanted. While his theoretical narrative is creatively woven, the interpretations of the experiments and their practical implications could be more robust. Personal stories, while intriguing, lack profundity, leaving readers yearning for more substantial insights into Bargh’s experiences and contributions.
In summary, while Bargh’s book is delightful and educational, it does not fully deliver comprehensive, satisfying details and definitive theoretical advancements. The review emphasizes the necessity for critical scrutiny of Bargh’s assertions and further investigation into both the merits and shortcomings of his work.