Freud might have been wrong in the details, but one of his main ideas—that a lot of our behaviors and beliefs and emotions are driven by factors we are unaware of—turns out to be correct. If you’re in a happy, optimistic, ambitious mood, check the weather. Sunny days make people happier and more helpful. In a taste test, you’re likely to have a strong preference for the first sample you taste—even if all of the samples are identical. The more often you see a person or an object, the more you’ll like it. Mating decisions are based partly on smell. Our cognitive failings are legion: we take a few anecdotes and make incorrect generalizations, we misinterpret information to support our preconceptions, and we’re easily distracted or swayed by irrelevant details. And what we think of as memories are merely stories we tell ourselves anew each time we recall an event. That’s true even for flashbulb memories, the ones that feel as though they’ve been burned into the brain:
Like millions of people, [neuroscientist Karim] Nader has vivid and emotional memories of the September 11, 2001, attacks and their aftermath. But as an expert on memory, and, in particular, on the malleability of memory, he knows better than to fully trust his recollections… As clear and detailed as these memories feel, psychologists find they are surprisingly inaccurate.