In a series of experiments, Daniel M. Wegner told subjects not to think about white bears. Of course, they found it impossible to avoid thinking about the bears - just as it often seems impossible to stop thinking about forbidden foods, a social blunder, or a lost love. Drawing on the theories of William James, Freud, and Dewey, as well as on studies in mood control, cognitive therapy and artificial intelligence, this enlightening book explores the reasons unwanted, embarrassing, or frightening notions are so persistent.
