Blink: The Power of Thinking Without Thinking

Malcolm Gladwell

Blink: The Power of Thinking Without Thinking

Malcolm Gladwell
63 pages2-hour read
Nonfiction
Book
Adult
Published in 2005

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Chapter 5-AfterwordChapter Summaries & Analyses

Content Warning: This section of the guide includes discussion of racism, graphic violence, death, and gender discrimination.

Chapter 5 Summary: “Kenna’s Dilemma: The Right—and Wrong—Way to Ask People What They Want”

Kenna wrote and performed unusual rock music that inspired musicians and record producers; rock band U2’s manager, Paul McGuinness, heard him and said, “he’s going to change the world” (262-63)—yet consumer research companies found that the listening public didn’t much care for Kenna.


A similar example of consumer preference upending expectations occurred in the early 1980s. Coca-Cola’s market share had dipped as Pepsi made inroads. In response, Coca-Cola researchers developed “New Coke,” which did better than Pepsi in extensive market testing. However, when New Coke was launched, it was a disaster; consumers stage protests, and the old recipe was quickly reintroduced as Classic Coke. New Coke faded away. Gladwell explains that New Coke was based on sip-tests, but these can mislead. Sweetness, for example, tends to win with sip testers but becomes overpowering when someone drinks an entire can of something. Home-use tests—where tasters try out a case of the drinks in real-life conditions—are more reliable.


Further evidence of how apparent preference can mislead comes from the late 1940s, when marketer Louis Cheskin discovered that people tend to confuse packaging with their feelings about the product inside. Margarine was unpopular when left in its natural, white state; when Cheskin had the margarine colored yellow, wrapped in foil—which connotes high quality—and put in a carton with a crown image and the name “Imperial Margarine,” sales took off. Cheskin’s firm later added yellow to the green Seven-Up cartons, and consumers reported the taste now had too much lemon and lime.


Some products are so innovative that they seem bad at first. The Herman Miller Company designed the Aeron chair in the early 1990s to be as comfortable as technically possible; the result was a chair with no cushions that looked like an insect. Testers confirmed it was comfy but ugly. Herman Miller launched the product anyway, and at first sales were slow; however, many viewed it as a cult object, and the Aeron became Miller’s best-selling chair. It’s now widely regarded as beautiful; the word “ugly” may simply have been early consumers’ way of saying “different.”


New and different products often fare poorly in market research because testers don’t know what to make of them. The innovative late 1960s television comedies All in the Family and The Mary Tyler Moore Show tested poorly—they were thought dull or abrasive—but became two of the most successful TV shows. Viewers didn’t hate the shows but were simply shocked by their newness.


Though most people can’t explain why they like or dislike a product—and verbalizing it distorts their original opinion—expert evaluators learn how to manage their impressions by breaking them into specific categories. Food tasters, for example, consider dozens of attributes of appearance, texture, and flavor, each on a 15-point scale. Years of practice let them make fine distinctions without distorting tasters’ first impressions. The evidence bears this point out. Diehard cola fans will argue that they can tell the difference between two colas, and often they are right. If, however, they test three glasses—a “triangle test” where the object is to pick which of the three drinks is different—only about one in three can answer correctly. Expert tasters, though, can handle the triangle test with ease.


Gladwell concludes that the problem with Kenna’s music was that radio stations relied on market testing that missed his live appeal: “Judging Kenna without that additional information is like making people choose between Pepsi and Coke in a blind taste test” (288). Music experts and audiences who get the chance to hear it love Kenna’s music. Top-40 radio, however, uses consumer research that sometimes generates incoherent and misleading opinions about new music styles—judgments that fail to capture the music’s potential to surprise and delight.

Chapter 6 Summary: “Seven Seconds in the Bronx: The Delicate Art of Mind Reading”

In the South Bronx one evening in February 1999, four plainclothes police officers drove past a young Black man standing on a front stoop. They approached him to talk, but he ran away. The young man was Amadou Diallo, a recent immigrant from Guinea with limited English who feared the plainclothesmen were local ruffians out to rob him. The police gave chase; Diallo turned and pulled something dark from his wallet. Thinking he had a gun, the officers fired on him. In moments, Diallo was dead, his wallet in his outstretched hand. Shocked by their mistake, one of the officers “sat down on the steps, next to Diallo’s bullet-ridden body, and started to cry” (336). The officers were charged with first-degree manslaughter and second-degree murder.


The story illustrates how, in encounters with others, people make continuous, rapid-fire judgments, inferring and predicting their state of mind. Subtle facial expressions reveal intent; recognizing them involves thin-slicing. These impressions “just come to you, blink” (337). With Diallo, the officers made three crucial mistakes. They assumed a man out for some air was suspicious, they backed up and found him still there instead of running away, but they ignored this fact, and they overreacted to Diallo reaching into his pocket. His death was due to a failure of the kind of mind reading people do all the time. The jury found the officers not guilty, but many people believed them guilty of racism, and protests broke out.


As he considers how “mind reading” works, Gladwell turns to psychology professor Silvan Tomkins, who had an uncanny ability to read faces. His student, Paul Ekman, proved that human facial expressions are universal, not culturally determined; Ekman also catalogued 3,000 individual expressions in the Facial Action Coding System (FACS). He discovered that people who copy a given facial expression undergo the same emotions and physiological responses as people who simply recall and relive those feelings.


People can’t completely hide automatic micro-expressions; these aren’t under conscious control and are detectable by observers to ascertain a person’s true feelings. If people could shut off those expressions, their ability to communicate would become severely limited—parents would be unable to know what their babies are feeling, couples would cease to be intimate, and so on.


Instead, people have a natural ability to read faces. That being the case, Gladwell questions how the police so badly misread Amadou Diallo. It seems like it would have been obvious: “Diallo was innocent, curious, and terrified—and every one of those emotions must have been written all over his face. Yet they saw none of it” (371).


To make sense of this, Gladwell notes that in normal conversation, people watch each other’s faces, especially the eyes, for cues to the other person’s thoughts and feelings. Those with autism are often unable to do this; they are “mind-blind” and must focus entirely on spoken words to glean anything from an interaction. For example, “Peter”—an intelligent, independent man with both graduate degrees and an autism diagnosis—watched the film Who’s Afraid of Virginia Woolf?, about an intense and difficult encounter between four people. Cameras monitored Peter’s eye movements; most viewers spend a great deal of time observing the actors’ faces and eyes, but Peter did little of this. Human brains have a specific area—the fusiform gyrus—that recognizes faces; they use another, weaker area—the inferior temporal gyrus—to recognize objects. People with autism use the weaker area to deal with faces, as if faces were things, like chairs or hammers.


Gladwell argues that in stressful situations, any person may use their brain as people with autism do. Extreme arousal can make people mind-blind; they can no longer appropriately interpret other people’s faces and gestures. Police officers involved in shootings commonly report “extreme visual clarity, tunnel vision, diminished sound, and the sense that time is slowing down” (390). Heart rates are around 115 to 145 beats per minute; above that rate, motor skills and mental functions begin to break down, and actions become uncoordinated and inappropriately aggressive. Major urban riots have begun when police, chasing a suspect at high speed, become overly excited and beat up or kill the suspect.


Moreover, in emergencies, there’s often little or no time to react thoughtfully, and the mind defaults to old biases and stereotypes. Two-officer teams get into more trouble than single officers do because two may rush forward with aggressive bravado where a solo officer would take a cautious moment to evaluate the situation.


With practice, however, emergency responders can learn not to panic. Gavin de Becker’s private security company trains its bodyguards—using painful plastic marking capsules fired at them—to stay calm and in control even when hit by hostile fire. People can also learn to decipher micro-expressions, which improves mind reading. Ekman’s law enforcement seminars teach students in 35 minutes to correctly read a large group of tiny facial expressions. With such awareness, responders have more ways to read a situation and make better decisions. Gladwell concludes that Diallo died because the police, two of them new to the force and the neighborhood, became overly excited and, in a panic, catastrophically misread the situation.

Conclusion Summary: “Listening with Your Eyes: The Lessons of Blink”

Abbie Conant played trombone. In 1980, she auditioned behind a curtain for a position in the Munich Philharmonic, and the judges immediately wanted her; they sent home the other applicants. Then they discovered that she was a woman, playing what they considered a man’s instrument. Though they admitted her to the orchestra, they tried in several ways to make her leave—demoting her, paying her less, and the like. She took them to court and won, largely because the conductor originally cried, “That’s who we want!” (443) when they first heard her play.


Orchestras are traditionally composed almost entirely of men, and music directors often believe women are weaker players. In recent decades, musicians have demanded more fairness, and audition candidates have started performing while hidden behind screens. The result is that orchestras have increased the number of women players fivefold. The practice also benefits musicians who appear belabored, nerdy, or unconfident but produce excellent sound. Even the particular instrument they perform—its materials or manufacturer—can cause bias. It’s been said that, “There is only one way to make a proper snap judgment […] and that’s from behind a screen” (439).


This practice underscores that rapid cognition can be improved, and biases avoided, by making small changes to the settings in which intuitive judgments take place. Much as orchestras put player candidates behind screens; Thomas Hoving, former director of the Metropolitan Museum of Art, has works of art appear suddenly—surprising him in a closet or from under a black cloth pulled away quickly—so that his first impression is stripped of pre-judgment. These small tweaks clear away the biases that cling to first impressions so that the true nature of the situation can shine through in an instant.

Afterword Summary

During the American Civil War, Union general Joe Hooker faced Robert E. Lee’s forces at Chancellorsville. Hooker had twice as many soldiers and more cannons than Lee and managed to sneak half his force behind Lee’s position. Instead of retreating into the waiting jaws of the rear guard, Lee’s men attacked to the front, stunning Hooker, and then attacked him at his strongest point when those troops were eating dinner, causing them to flee in a rout. The episode demonstrates that war isn’t an arithmetic problem; it’s an activity that requires an ineffable quality of judgment. Lee, finding himself pressed from both front and behind, realized that Hooker’s forces were halved, so he attacked their front troops with his own comparable force and, using superior tactics, won the day.


The story also underscores that instinct is fragile and easy to disrupt. The northern general, with his network of spies and observation balloons, knew much more than Lee about the disposition of forces, but sometimes too much information is thwarted by not enough information. Lee used counterintuitive tactics that interrupt Hooker’s flow of intuition, and Hooker—already intimidated by Lee’s reputation—simply caved in. Similarly, the US military, inundated in 1941 with information about Japanese forces, was surprised when the Asian nation bombed Pearl Harbor. Meanwhile, American journalists, with much less information, figured out the likely attack beforehand. At Chancellorsville, Pearl Harbor, and the Millennium Challenge, the losers had much more information than the winners did. What counts isn’t knowledge, Gladwell reiterates, but wisdom.


Gladwell returns to the question of bias, noting that Black men are incarcerated for drug crimes at much higher rates than white men. He suggests that putting screens in the courtroom or placing the accused in a separate room to communicate by text might reduce the effects of unconscious bias during trials.


Overall, Gladwell argues, research suggests that when choices involve few bits of information, people choose better by thinking it through, but when faced with large amounts of information, they fare better by going with their gut.

Chapter 5-Afterword Analysis

Chapters 5 and 6 focus on How Fast-and-Frugal Thinking Can Be Improved. The Conclusion and Afterword provide two additional stories that point up the value of quick perception, which can be nurtured and used to a person’s best advantage, thus reinforcing the work’s core thesis.


Chapter 5 discusses fast-and-frugal thinking as it affects product marketing. Once they realized humans tend to make snap decisions about purchases, marketers refined their products’ packaging and advertising to make use of our tendency to employ mental shortcuts when shopping. In one sense, this merely takes advantage of How Fast-and-Frugal Thinking Can Go Wrong—gaming the Warren Harding effect—but it’s also a way of quickly communicating the qualities marketers want their customers to recognize in their products. Sometimes the public reacts strongly and precisely to packaging changes—as when Seven-Up discovered that adding a bit of yellow to the soft drink’s green packaging caused people to believe the manufacturer had added more citrus flavor—which forces the marketing department to more precisely refine their product’s appearance, lest it mislead buyers.


Chapter 6 tackles the most serious lesson in the book—the murder of Amadou Diallo by New York City police. Gladwell argues that it isn’t so much that the officers made errors of instinctive judgment—though they did—but that, in the heat of the moment, they lost the ability to correct those errors or make any further judgments. Gladwell discusses at length a number of ways first responders can train themselves to remain calm during emergencies so that their natural, instinctive ability to correctly read a situation doesn’t deteriorate under extreme circumstances. However, it is notable that Gladwell downplays the role of racial profiling in the event, remarking, “There was no evidence that the four officers in the Diallo case were bad people, or racists, or out to get Diallo” (197). This claim is at odds with discussion of implicit bias elsewhere in the book—most notably in Chapter 3, as well as in the Conclusion, which discusses how Abbie Conant’s audition allowed her musical ability to resonate with the judges by obscuring her gender. Such examples suggest that one need not be clearly biased to act on biased ideas, so it is unclear why Gladwell discounts the possibility in the Diallo case.


Gladwell’s discussion of the Conant anecdote does imply one possible explanation. With his focus on providing workarounds to implicit bias, Gladwell suggests that trying to promote equality by calling out bias isn’t the most effective solution. Instead, tweaking the environment is a much more productive way to shift people’s attitudes. For example, by simplifying the mass of sensory data and limiting it to the auditory channel, auditions conducted behind screens remove inputs that can overload the mind with irrelevancies. The nervous system will try to make use of all stimuli, but in the end, it’s the ears—not the eyes—that really matter in music.

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