Sat, February 06, 2010 - 10:44:20

Little Abstractions Can Produce Big Concrete Results

Earlier this week, we came across a fascinating New York Times Science article that opened our eyes to another surprising way in which SMALL works.  In our book and here on the Small Blog, we’ve discussed in the past how subtle shifts in body language can betray a person’s inward thoughts.  But, according to scientists at the University of Amsterdam, external factors can have a surprising effect on the way humans form opinions.

In the study released this week in Psychological Science, researchers performed an intriguing experiment in which they asked two groups to evaluate the personality of an imaginary person based on a description listed in a biographical packet.  Although both groups reviewed the exact same fictional description, their assessments were markedly different; Group A described the individual as “warm and friendly,” while participants in Group B were more likely to find him “cold and standoffish.”

Why?  Scientists explain the difference of opinion with a rather interesting theory.  Even though both groups had the identical candidate, sat in an identical room, and had an identical experience, the researchers made on tiny change.  Prior to reading the packets, participants in Group A sat in the waiting room with warm cups of coffee, while participants in Group B were given iced coffee.

And contrary to what you might think, these results were no fluke.  In fact, scientists around the world have discovered a multitude of ways in which the human brain takes abstract concepts, such as a warm and friendly personality, and translates it into physical realities, from leaning slightly forward when saying “I’m looking forward to it,” to feeling the need for a hand wipe after recalling a moral transgression.

So, if you think the little details don’t matter, consider the science behind our SMALL philosophy and think again.  After all, if something as tiny as an ice cube can change a person’s mind, imagine what else you might accomplish when you “think small.”

Posted by Linda and Robin