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Alan Alda
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Hidden Motives
The Quest for CoolHidden PrejudiceTough Choices


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Hidden Motives Part 1 - The Quest for Cool
Alan gets a brain scan that tells him how his brain responds to cool and uncool items. Why would our minds react to the social status of products?


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Hidden Motives Part 2 - Hidden Prejudice
A simple Implicit Association Test checks what Alan really thinks about women and careers. He's always thought of himself as a feminist, but does his mind hide a secret prejudice?


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Hidden Motives Part 3 - Tough Choices
Moral choices and judgments about what's fair each have emotional and rational components. Alan gets scanned again to see what his mind is doing.


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