How to use the power of hypnotic association – by Mark Tyrrell

When I was a child, my mother felt awfully guilty because she worked and couldn’t be at home to greet me when I came in from school. Not that I minded being a ‘latchkey kid’. To assuage her guilt, she would bring me a chocolate bar, and I would eagerly wait to hear her key turn in the lock, announcing my daily treat.

She would have been most surprised to learn that she had inadvertently ‘trained’ my brain to trigger my salivary glands at the mere sound of metal scraping on metal – the turning key ‘priming’ my expectation of some soon to be gobbled up chocolate. But she had. Well into adulthood, whenever I heard a key turning in a lock my mouth would water.

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