In a series of experiments, Daniel M. Wegner told subjects not to think about white bears. Of course, they found it impossible to avoid thinking of the bears\m-\just as it often seems impossible to stop thinking about forbidden foods, a social blunder, or a lost love. Drawing on theories of William James, Freud, and Dewey, as well as on studies in mood control, cognitive therapy, and artificial intelligence, this enlightening book explores the reasons...