D Shoebridge: The Power of Association in the Formation of Mind Sets

As human beings we are bombarded with messages that shape our understanding of our environment on a daily basis. As a member of staff at Kennet School we can associate a pupil with belonging to a particular house in a split second, just by a colour. In our home life, through our exposure to media advertising, it is possible to associate a single letter from a logo to a particular brand or product. In an effort to increase sales, companies invest millions of pounds in product placement to get their new accessory to be associated with a high profile film. With Christmas around the corner, we associate Santa Claus as being a plump man with rosy cheeks and a bushy white beard. The key to all of these examples is the association. We see something and we associate it with something else. It is a natural part of human behaviour; however these associations can also shape our beliefs in either a positive or negative way.
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