Anchoring is the association of mental states and memories with sensory stimulus. When the alarm bell went off at school or the jingle of the ice cream van sounded it elicited a response based on our association with it. As we grew up, new anchors were installed, many against our will, for example by advertising campaigns. Other anchors or associations are more subtle and outside our consciousness unless we dig for them.

2.13.1 Conditioning

From school biology you are probably familiar with the story of Pavlov and his dogs, whereby he demonstrated that a stimulus of food, which elicited a response of salivating, could be associated with another stimulus such as a bell and achieve the same response. It seems quite unremarkable ...

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