Answer this question on paper without looking up the answer:
Q: Which kills more people: guns or diabetes?
Here’s what your brain is doing. It’s searching your memory for mentions of the keywords: “guns,” “diabetes,” and “kill.”
For most of us, one of the variables—guns or diabetes—carries a significantly heavier emotional weighting than the other. A paid-up-for-life member of the NRA might attach powerful positive emotions to “guns.” The parent of a child who died of complications of diabetes will attach high negative emotions to “diabetes.
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