In a discovery that stretches the boundaries of memory research, scientists have recently shed light on “jamais vu”—the rare and unsettling feeling that something deeply familiar suddenly appears strange or unrecognizable. While most Thais are familiar with the spine-tingling phenomenon of déjà vu, the eerie sense that one has lived through a moment before, its lesser-known counterpart, jamais vu, proves to be even more uncanny, and researchers say it holds important clues to the workings of the human brain (ScienceAlert).
The recent study, which garnered an Ig Nobel Prize for literature, demonstrates that jamais vu can be intentionally induced in the laboratory simply by asking participants to repeat a word, such as “door” or “the,” over and over again. After about a minute of repetition, nearly 70% of subjects reported a sense of unfamiliarity so profound that they voluntarily stopped, citing feelings like “it doesn’t seem right, almost looks like it’s not really a word but someone’s tricked me into thinking it is.” Such findings underscore jamais vu’s potential as a window into our cognitive reality-checking systems—mechanisms that help ensure we aren’t lost in meaningless routine.
For Thai readers, this research draws attention to aspects of cognition that are not only universal but resonate with uniquely local experiences. Whether it’s a student practicing the same kata in Thai classical dance, an office worker entering the same BTS station daily, or a Buddhist practitioner reciting familiar mantras, the repetitive nature of some tasks might occasionally give way to moments of jamais vu—a temporary but jarring sense that the habitual has become alien.
Researchers behind the study asked 94 undergraduates to write common words repeatedly, noting that three quarters of participants eventually stopped due to the uncanny sensation—the hallmark of jamais vu. The effect typically set in after about 33 repetitions, with more familiar words often inducing the response faster. In a second experiment employing only the word “the,” more than half of participants again reported jamais vu, but this time after around 27 repetitions. These simple setups mirror day-to-day experiences where monotony can provoke a dissociative sense of unreality.
Experts explain that this phenomenon is not new—its echo can be traced back over a century. In 1907, early psychologists described how words stared at for several minutes lost their meaning and fragmented perceptually. The latest research, however, highlights “satiation”—the overloading of mental representations, causing them to lose meaning and coherence—as the underlying mechanism. This process, scientists argue, is a crucial safeguard: when perception becomes too automatic, jamais vu acts as an adaptive reality check. It’s the mind’s way of snapping us out of autopilot and regaining control over attention.
From a Thai cultural perspective, the phenomenon might provide fresh insight into common discomforts during prolonged meditation or repetitive prayer. Similarly, students studying for exams may recognize the sensation: when a word written over and over—such as “appetite” (ความอยากอาหาร)—suddenly appears unfamiliar or misspelled, even though the spelling is correct. Thai musicians practicing familiar passages may momentarily lose their place, experiencing music as alien instead of rote. Such episodes are more than eccentric curiosities; they’re vital reminders of how flexible and self-monitoring our cognitive systems are.
Supporting this interpretation, research into related conditions such as obsessive-compulsive disorder (OCD) finds that individuals compulsively checking locks or gas handles may enter a jamais vu-like state where reality “slips,” making it harder to be sure whether the task has been performed. This runs the risk of trapping them in an anxious cycle of constant re-checking. The cognitive neuroscience behind jamais vu not only spotlights ordinary experiences but may also illuminate paths to treatment for those whose reality-checking systems have gone awry (The Conversation).
Recent findings also relate to the “verbal transformation effect,” where repeating a word, such as “tress,” ends with listeners perceiving entirely new words—“dress,” “stress,” or “florist.” This cognitive flexibility, while producing bizarre sensations in the short term, supports our mind’s adaptability and creativity over the long term.
For a country with rich traditions of rote learning, chanting, and rehearsal—whether in monastic, musical, or martial settings—understanding jamais vu may highlight the value, as well as the psychological risk, of repetition. Awareness of this phenomenon can be used to refine educational and mindfulness practices in Thai classrooms and temples, encouraging periodic breaks, variation, and reflection to avoid cognitive overload.
As for future research, neuroscientists emphasize that jamais vu remains woefully understudied compared to its more famous sibling, déjà vu. Larger studies are needed to tease out individual, cultural, and linguistic differences in susceptibility, with the hope that understanding “reality-check failures” can be channeled into better mental health interventions.
For Thai students, teachers, and workers, a simple practice can help harness the positive side of jamais vu: when the familiar turns strange through repetition, see it as your mind’s invitation to pause, breathe, and reconnect purposefully with the task at hand. Embracing variety in routine, and occasionally stepping back, can protect against mental fatigue and cultivate a fresher, more grounded perspective.
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