stroop effect
the Stroop Effect Cognitive psychologists believe that the mind functions through a variety of different processes and models Automatic processing is a type of mental operation that is normally rapid; doesn’t require conscious awareness, does not interfere with other mental activities and is usually a result of prolonged practise. ... Automacity is helpful in carrying out everyday skills but can be difficult to undo once learned, and the Stroop effect demonstrates this clearly. The “Stroop effect” is a term that has come into common psychological usage since the findings of a series of experiment carried out by J. Ridley Stroop in the 1930’s. The term refers to how colour name words have an interfering effect on the time taken to name the ink colours of non-matching colours.