The peculiarities of human consciousness and subconsciousness make the misattribution of arousal possible. This process is responsible for the difficulty of finding the source of emotional states (McRaney), which subsequently affect human actions. Certain behavioral patterns that may persist for longer are created depending on how a particular behavior has been interpreted. Thus, the misattribution of arousal can both positively and negatively affect human perception of the world.
The positive use of the misattribution of arousal may be applied to manipulate human consciousness in advertising, debates, or other social interactions that require manipulation skills. For example, the experiment by Jens Förster at International University Bremen, designed for visual impact on a person, proved that preliminary work with a potential buyer could influence food choice (McRaney). The experimenter used the technique of unconscious nodding or shaking the head, which influenced the respondents’ further preference for the images shown. From a marketing point of view, the misattribution of arousal can contribute to the development of trade and business, which will benefit most people in business and entrepreneurs.
The misattribution of arousal may have negative consequences since it affects the human unconscious and can be used purposefully for harmful goals. The Mark Zanna and Joel Cooper experiment proved that after exposure to human self-perception, respondents were ready to abandon their belief in freedom of speech (McRaney). Without the ability to determine the cause of their emotional discomfort, the participants in the experiment voluntarily surrendered their opinions, which can have terrible consequences for the world community. Sufficient awareness of the distribution of arousal makes mass manipulation of consciousness possible. As a result, with the ability to use this skill with many people, such an impact cannot only have a personal effect on specific examples but also harm entire groups.
Work Cited
McRaney, David. “Misattribution of Arousal.”You are not so smart, 2011.