Michel Pireu Columnist

Hypocognition is a term introduced to behavioural science by anthropologist Robert Levy, meaning the lack of a linguistic or cognitive representation for an object, category, or idea. We are hypocognitive when we are at a loss for words to describe how we feel.

Picture this scene: a man acts clueless and clingy to get his wife to cook breakfast for him, even though he knows she is in a hurry. She cooks for him anyway. The wife reciprocates by arranging a social outing, making her hubby obligated to come along. The man comes along anyway. What are the man and his wife feeling?

BL Premium

This article is reserved for our subscribers.

A subscription helps you enjoy the best of our business content every day along with benefits such as exclusive Financial Times articles, ProfileData financial data, and digital access to the Sunday Times and Times Select.

Already subscribed? Simply sign in below.

Questions or problems? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now