One of the world’s leading expert on the unconscious mind presents a groundbreaking book, twenty years in the making, which gives us an entirely new understanding of the hidden mental processes that secretly govern every aspect of our behavior.

Bargh takes us on an entertaining and enlightening tour of the forces that affect everyday behavior while transforming our understanding of ourselves in profound ways. Telling personal anecdotes with infectious enthusiasm and disclosing startling and delightful discoveries, he takes the reader into his labs at New York University and Yale where he and his colleagues have discovered how the unconscious guides our behavior, goals, and motivations in areas like race relations, parenting, business, consumer behavior, and addiction. He reveals what science now knows about the pervasive influence of the unconscious mind in who we choose to date or vote for, what we buy, where we live, how we perform on tests and in job interviews, and much more. Because the unconscious works in ways we are completely unaware of, Before You Know It is full of surprising and entertaining revelations as well as tricks to help you remember to-do items, shop smarter, and sleep better.

Before You Know It is an intimate introduction to a fabulous world only recently discovered, the world that exists below the surface of your awareness and yet is the key to knowing yourself and unlocking new ways of thinking, feeling, and behaving.