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Why a well-crafted melody has the power to colonise your mind – Patrick McNamara | Aeon Ideas

See on Scoop.itBounded Rationality and Beyond

I am waltzing though the aisles of my local supermarket looking for a rice dish I can wolf down for a quick supper before heading out again across town. I finally locate the right aisle, slide to the dizzying array of rice choices, stick out my arm to snatch a random box when – bamm! That damn ‘Rice-A-Roni – The San Francisco Treat’ jingle from the 1960s involuntarily invades my consciousness, just as my mom sang it to me in my youth… I surrender to the jingle, throw the box into the cart (supremely annoyed with myself for doing so) and then head toward the beverage section. All of a sudden I notice I am moving in rhythm with the musak floating above in the supermarket’s sound system. Growing more annoyed with the obvious fact that this musak is shaping my movements, I notice I have somehow arrived at a stack of soda cartons with the soul-crushing ‘I’d Like to Buy the World a Coke’ and ‘Wanta Fanta? Don’t You Wanta’ jingles simultaneously coursing through my mind. Now thoroughly demoralised, I robotically place the Coke in my cart and proceed, vanquished, to the checkout where the din between my ears will hopefully cease, or at least fade away.

See on aeon.co



Time is real? I think not

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