"Our brains are not simply recording a taste or other experience, they are creating it. That's a theme we'll come back to again and again. We'd like to think that, when we pass up one guacamole in favor of another, it is because we have made a conscious choice based on taste, caloric content, price, our mood, the principle that guacamole should not contain mayonnaise, or any of a hundred other factors under our control. We believe that when we choose a laptop or a laundry detergent, plan a vacation, pick a stock, take a job, assess a sports star, make a friend, judge a stranger, and even fall in love, we understand the principal factors that influenced us. Very often nothing could be further from the truth."

Section: 1, Chapter: 2

"Putting ourselves into in- and out-group categories also has an effect—on the way we see our own place in the world and on how we view others. In what follows we'll learn what happens when we use categorization to define ourselves, to differentiate 'us' from others."

Section: 2, Chapter: 6