Are You Really Making Your Own Choices? The Science of Hidden Influences

A deep dive into the unseen factors driving your everyday decisions.

Every day, we make hundreds of choices—what to eat, who to trust, how to react. But what if many of those decisions are made for us, not by us? Adam Alter’s 'Drunk Tank Pink' explores this unsettling possibility, showing how environmental cues—colors, names, symbols, even the weather—act as invisible hands guiding our behavior.

One of the book’s most memorable stories is the honesty box experiment: when a photo of eyes was placed above a payment box, contributions tripled. No real person was watching, but the sense of being observed was enough to change behavior. This is just one example of how subtle cues can have outsized effects.

Alter also reveals how labels and words shape memory and perception. In experiments, a single word—'smashed' versus 'hit'—changed how people remembered a car accident, even creating false memories. Names, too, can push us toward certain careers or choices, and the weather can swing our generosity and optimism.

So, are we powerless? Not at all. Alter argues that awareness is the antidote. By recognizing these hidden levers, we can make more deliberate, less biased choices. Small changes—like adjusting your workspace color or being mindful of labels—can have big effects on honesty, creativity, and happiness.

Ready to reclaim your agency? Start by noticing the world around you. Read more about these ideas in reviews and summaries at LifeClub, Bookey, and Amazon. 1 2 4