Other priming studies haven’t done much better. One claimed that participants who were primed with ‘distance’ – by having them plot two points far apart on a piece of graph paper – were more likely to feel ‘distant’ from their friends and relatives; it failed to replicate in 2012. Another study claimed that when written moral dilemmas were printed with a surrounding checkerboard pattern, participants made more polarised judgements, because the pattern made them think of the concept ‘black and white’; this failed to replicate in 2018. On a similar topic, a line of research that claimed that you can make people more morally judgemental by priming their disgust was thrown into doubt by a review in 2015.
To give Kahneman his due, he later admitted that he’d made a mistake in overemphasising the scientific certainty of priming effects. ‘The experimental evidence for the ideas I presented in that chapter was significantly weaker than I believed when I wrote it,’ he commented six years after the publication of Thinking, Fast and Slow. ‘This was simply an error: I knew all I needed to know to moderate my enthusiasm … but I did not think it through.’ But the damage had already been done: millions of people had been informed by a Nobel Laureate that they had ‘no choice’ but to believe in those studies.
Boy that was a whirlwind of absurd findings. And all in less than ten years.
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