Researchers have uncovered new insights into jamais vu, the unsettling feeling that something familiar suddenly looks unfamiliar. While deja vu is well known in Thai culture, jamais vu is rarer and oddly more disorienting. Scientists say this phenomenon can illuminate how our brain checks reality and prevents us from slipping into automatic thoughts.
In a study that earned an Ig Nobel Prize in literature, participants were asked to repeat simple words like “door” or “the.” After about a minute, roughly 70% of people reported a strong sense of unfamiliarity and stopped voluntarily, describing experiences such as a word that “doesn’t seem right” or feeling as if it’s not really a word. The findings suggest jamais vu can reveal how our cognitive system verifies meaning and prevents us from drifting through routine without awareness.
The results resonate with Thai experiences in daily life. A student practicing a traditional Thai dance kata, an office worker navigating a familiar BTS route, or a monk reciting a mantra—repetition is central to many tasks in Thailand. Yet even in these familiar contexts, the mind can slip into a momentary sense of estrangement, offering a window into how we maintain focus and control.
In the experiments, 94 undergraduates wrote common words repeatedly. About three-quarters stopped due to the uncanny sensation, typically after about 33 repetitions. In a follow-up using only the word “the,” more than half reported jamais vu after about 27 repetitions. The simplicity of the setup mirrors everyday experiences where monotony challenges our sense of reality.
Experts trace the phenomenon back over a century. Early psychologists noted words could lose meaning after prolonged staring. Modern work points to a process called satiation—when repeated mental representations become overloaded and lose coherence. Jamais vu acts as a built‑in reality check, nudging us to break autopilot and regain attentive control.
From a Thai viewpoint, jamais vu may explain moments of discomfort during long meditation, repetitive prayer, or intense study sessions. It also has relevance for learners who repeatedly spell or memorize words, as occasional slips can highlight where attention flags. Musicians practicing familiar passages might also experience a temporary sense of alienation, underscoring the brain’s flexibility and creative potential.
Related research on obsessive-compulsive tendencies shows that some individuals experience a jangling sense of reality when double-checking a task. This can lead to persistent rumination and anxiety. Understanding how jamais vu operates could inform mental health strategies that help people re‑center when perception feels unstable.
The study also touches on the verbal transformation effect, where repeating a word like “tress” can lead listeners to hear new words such as “dress” or “stress.” This illustrates the mind’s adaptability, a trait that underpins creativity rather than a flaw.
For Thailand, where rote learning, chanting, and rehearsal are embedded in education and culture, jamais vu offers a useful reminder. Practitioners and teachers can incorporate breaks, varied practice, and mindful reflection to prevent cognitive overload while preserving learning efficiency.
Looking ahead, researchers emphasize the need for larger studies to understand how cultural and linguistic differences influence susceptibility to jamais vu. The goal is to translate these insights into practical tools for education and mental health, helping people stay present and engaged in daily life.
Practical takeaways for Thai students, teachers, and workers:
- When repetition begins to feel strange, pause briefly, breathe, and reframe the task.
- Introduce short variations in practice to reduce cognitive fatigue.
- Use mindful breaks during long study or work sessions to maintain focus and accuracy.
For further exploration, researchers point to broader discussions on memory, perception, and cognitive control in reputable public science outlets and academic journals.