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Balcetis and Dunning actually coined the term “wishful seeing” as they were conducting a 2006 study on the influence of desire on visual perception. One of the experiments in the study involved a group of volunteers who took part in what had been advertised as a “taste testing experiment.” The subjects were told that a symbol was going to flash on their computer screens. Depending on whether the symbol was a number of letter, they would be served either a delicious glass of freshly squeezed orange juice or what was described as “gelatinuous, chukky, green foul-smelling somewhat vicuous concoction labeled as an organic veggie smmothie.”
In fact, the same image appeared before each of the subjects: an ambiguous figure that could be read as either the number “13” or the letter “B” If the subject had been told orange jusice would be served with a number, they were much more likely to see a “13”. If they were told tht it would be served with a letter, they tended to see it “B” ~ Page 101
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