When Repetition Feels Strange: What Jamais Vu Reveals About the Mind for Thai Readers
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.
