by Hari Balasubramanian

In the long and evolving list of cognitive biases, the ‘frequency illusion’ feels most familiar: I’ve experienced it so many times that it seems almost ordinary. This is roughly how it works. First, you encounter something – an unusual word like ‘topology’, or the title of a new book or a movie – that makes you stop and notice. Then, in the days after, the same word or title crops up again and again in unrelated places, making it seem more frequent than it is (hence the name). A friend brings it up unprompted, or you unexpectedly see it at a museum exhibit. It’s not only about words or titles, of course: anything in your conscious experience – a sound, an image, a fragrance – that makes an impression can be a point of entry. Buy a new car and in the weeks that follow, you will likely start noticing others driving the same model.
The most wonderful thing about this illusion is that with each seemingly unplanned encounter there’s a thrill of recognition, a feeling that the universe is signaling to you. The rationalists among us, however, will point to a more mundane explanation: that our cognitive processes have simply been primed to notice or identify the word, image, or sound among all sensory experiences. The illusion works in concert with two other biases: selective attention, the act of focusing on certain things while excluding others; and confirmation bias, the tendency to seek evidence that supports one’s beliefs while overlooking evidence to the contrary.
The recognition that these are only tricks of the mind can be somewhat deflating. But the processes that decide what we pay attention to and what we ignore remain mysterious. Something can be frequent in my everyday experience – say, a fire hydrant that I walk past each day – yet I may not notice it at all for years. Or I might be only vaguely aware of the hydrant’s presence, as if it lives in the background of my conscious experience. Then one day, I ‘stumble’ upon it, as if I am seeing it for the first time. Details such as its shape, color, and peeling paint register in a way they never had before. From that point on, I will naturally notice fire hydrants elsewhere. But I am seeing what was already commonplace; the frequency is not an illusion.
So the more intriguing question is: Why do things that we overlook all the time, things that are hiding in plain sight, suddenly catch our attention one fine day? And what is it about our cognitive processes that filters out certain stimuli and emphasizes others? Read more »





A South Asian person I dated for a year complained to me one day that I was too Iranian. He said a lot of things I did had that tint and flavor to them. We were eating lunch that I had prepared, which consisted of rice and chicken, and I had a plate of fresh herbs that accompanies most meals in Iran. As he was enjoying his meal, he continued that he had never met someone as still ingrained in their own culture as I was. When I pressed for details, he said things like having pistachios and sweets at home to go with tea, or serving fruit for dessert. The irony of it all is that he loved it when I cooked Persian dishes and enjoyed them when I sent him home with leftovers, and really appreciated the snacks I had in my house to accompany his 5 pm scotch.
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