[O]ur attitudes towards things like race or gender operate on two levels. First of all, we have our conscious attitudes. This is what we choose to be… - Malcolm Gladwell

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[O]ur attitudes towards things like race or gender operate on two levels. First of all, we have our conscious attitudes. This is what we choose to believe. These are our stated values, which we use to direct our behavior deliberately . . . But the IAT [Implicit Association Test] measures something else. It measures our second level of attitude, our racial attitude on an unconscious level - the immediate, automatic associations that tumble out before we've even had time to think. We don't deliberately choose our unconscious attitudes. And . . . we may not even be aware of them. The giant computer that is our unconscious silently crunches all the data it can from the experiences we've had, the people we've met, the lessons we've learned, the books we've read, the movies we've seen, and so on, and it forms an opinion.

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About Malcolm Gladwell

Malcolm Timothy Gladwell (born September 3, 1963) is an English-born Canadian journalist, bestselling author, and speaker. He has been a staff writer for The New Yorker since 1996.

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Alternative Names: Malcolm Timothy Gladwell
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Suppose you were to total up all the wars over the past two hundred years that occurred between very large and very small countries. Let’s say that one side has to be at least ten times larger in population and armed might than the other. How often do you think the bigger side wins? Most of us, I think, would put that number at close to 100 percent. A tenfold difference is a lot. But the actual answer may surprise you. When the political scientist Ivan Arreguin-Toft did the calculation a few years ago, what he came up with was 71.5 percent. Just under a third of the time, the weaker country wins.
Arreguin-Toft then asked the question slightly differently. What happens in wars between the strong and the weak when the weak side […] refuses to fight the way the bigger side wants to fight, using unconventional or guerilla tactics? The answer: in those cases, the weaker party’s winning percentage climbs from 28.5 percent to 63.6 percent. To put that in perspective, the United Stats’ population is ten times the size of Canada’s. If the two countries went to war and Canada chose to fight unconventionally, history would suggest that you ought to put your money on Canada.

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