The As If Principle: A Comprehensive Analysis of Richard Wiseman’s Revolutionary Psychological Approach
The As If Principle, developed by British psychologist Richard Wiseman, represents a paradigm shift in our understanding of behaviour change. Rather than subscribing to the conventional wisdom that our emotions drive our actions, Wiseman proposes the reverse: our actions can fundamentally shape our emotions and inner states. This principle, grounded in the 19th-century work of philosopher William James, suggests that if you want to embody a specific quality, you should act “as if” you already possess it.
Origins and Philosophical Foundation
The As If Principle has deep roots in psychological history. Victorian philosopher William James first posited this revolutionary approach to change, asserting: “If you want a quality, act as if you have it already.” This seemingly simple idea challenged the prevailing understanding of the relationship between emotion and behaviour. While conventional wisdom suggested that our feelings guide our actions (feel happy, then smile), James proposed the opposite causal relationship: our actions guide our emotions (smile, then feel happy).
Wiseman documents James’s radical idea with enthusiasm, describing it as “bottled lightning” and asserting, “To wrestle with a bad feeling only pins our attention on it, and keeps it still fastened in the mind” (Wiseman, 2012, p. 31). Despite its Victorian origins, the principle has found considerable validation in modern psychological research. Wiseman, who holds Britain’s only professorship in the Public Understanding of Psychology, has compiled extensive scientific evidence supporting this counterintuitive approach to personal transformation. His work builds upon James’s foundational ideas while incorporating contemporary research methodologies and findings.
The Core Theory: Behaviour Shapes Emotion
The central thesis of Wiseman’s work directly challenges traditional self-help approaches. While most self-help gurus advise changing your thoughts to change your life, Wiseman argues that this approach is fundamentally flawed. Research consistently shows that people struggle to maintain positive thoughts, and visualisation exercises often fail to produce tangible results.
Instead, Wiseman proposes that our physical behaviours directly influence our mental states. This creates a radically different chain of causation than what most people intuitively believe.
Rather than: You feel happy — you smile
You feel afraid — you run
You have willpower — you clench your fist
The As If Principle suggests:
You smile — you feel happy
You run — you feel afraid
You clench your fist — you have willpower
This reversal represents a fundamental shift in our understanding of personal change. It suggests that by modifying our external behaviours, we can effectively trigger desired internal states.
“If you want a quality, act as if you have it.”
William James, Father of modern psychology
Scientific Evidence Supporting the Principle
Wiseman’s book does not merely present a philosophical argument but grounds its claims in scientific research. In fact, one of the most compelling aspects of the book is its discussion of facial feedback research. For instance, James Laird’s seminal study in the 1960s demonstrated that people who were unknowingly made to smile felt significantly happier than those who frowned. Laird noted, “I found my thoughts wandering to things that made me angry… but I just lost control” (Wiseman, 2012, p. 43).
Facial Expression Studies
One pivotal experiment involved volunteers unknowingly forced into smiling or frowning while holding a pencil in their mouths. The act of smiling, even when prompted artificially, produced genuine feelings of happiness. Ekman’s work further supported these findings, demonstrating that mimicking facial expressions of fear or happiness led to corresponding physiological changes, including heart rate and skin temperature.
Body Language and Mood
Psychologist Sara Snodgrass demonstrated that walking with long strides and swinging arms created significant mood improvements compared to shuffling with hunched shoulders. As Wiseman summarises, “People who walked like they were happy ended up feeling happier” (Wiseman, 2012, p. 66).
Anxiety Reframing Study
At Oxford, David Clark’s research showed that simply reinterpreting/reframing physiological responses to anxiety (e.g. a racing heart as a sign of readiness rather than panic) led to a dramatic reduction in anxiety and improved performance.
Applications of the As If Principle: How Faking It Actually Helps You Make It
Wiseman’s work applies this powerful principle across multiple life domains. The principle’s applications span diverse domains from emotional well-being and relationships to willpower and aging, making it a versatile tool for personal development. The scientific evidence supporting the approach, while sometimes questioned in its magnitude, provides a compelling case for its effectiveness.
Happiness and Emotional Well-being
Beyond smiling, Wiseman discusses how laughing, singing, and even using positive language can elicit genuine emotions. The ‘Happy Talk’ exercise (Wiseman, 2012, pp. 75–77) includes reading statements such as “I feel surprisingly good about myself today” to elevate mood. Or “I am a lucky person and today is going to be another lucky day.”
Relationships and Love and Acting
Drawing from both scientific research and anecdotes, Wiseman illustrates that romantic behaviour can stimulate genuine feelings of love. The book references method acting, citing that actors such as Robert De Niro use the ‘magic if’ to evoke emotion: “If I was really experiencing this feeling, how would I behave?”
There is a well-known exchange between Dustin Hoffman and Sir Laurence Olivier during the filming of Marathon Man (1976). Hoffman, a method actor, prepared for a scene by staying awake for 72 hours to authentically portray his sleep-deprived character. Upon learning this, Olivier reportedly quipped:
“My dear boy, why don’t you just try acting?”
— Sir Laurence Olivier
This remark highlights the contrast between method acting and classical acting techniques. Olivier’s suggestion to “just try acting” aligns with the As If principle, implying that embodying a role doesn’t necessarily require living the character’s experiences but rather convincingly portraying them through performance.
Willpower and Motivation
The principle is highly relevant to motivation. Wiseman cites studies showing that simple behaviours such as tensing muscles or altering posture (e.g. sitting upright) can significantly increase determination and focus. The use of a charity pin to influence future donations (from 46 percent to over 90 percent) highlights how small acts influence identity and behaviour over time.
Mental Health
Wiseman explores how altering physical behaviours can alleviate symptoms of depression and anxiety. For example, he cites studies where participants washing their hands after imagining immoral acts reported less guilt, showing that symbolic action can transform emotional states.
In the Gospel of Matthew, Pontius Pilate publicly washes his hands to symbolise his claimed innocence in the decision to crucify Jesus:
“When Pilate saw that he was getting nowhere, but that instead an uproar was starting, he took water and washed his hands in front of the crowd. ‘I am innocent of this man’s blood,’ he said. ‘It is your responsibility!’”
— Matthew 27:24
This act of handwashing served as a symbolic gesture to distance himself from the moral responsibility of the execution.
Modern psychological research has explored similar symbolic actions. For instance, studies have found that individuals who physically wash their hands after recalling unethical behaviour often report reduced feelings of guilt. This suggests that symbolic physical actions can influence emotional states, paralleling Pilate’s gesture.
These findings align with the As If principle, which posits that acting as if a certain emotional state is present can lead to the actual experience of that state. In this context, the physical act of handwashing can lead to a genuine feeling of moral cleanliness.
Physical Health and Ageing
One of the more surprising findings in the book is the evidence that acting young may have physiological effects. Wiseman references Ellen Langer’s study in which older participants placed in a youth-themed environment showed improved health metrics, suggesting that behaving as if one is young can produce rejuvenating effects.
Practical Techniques from the Book
Wiseman provides readers with a wealth of exercises:
- Push-Pull Technique: Pushing objects away reduces desire; pulling them close increases it.
- Posture Adjustment: Sitting upright and aligning your body as if confident enhances perseverance.
- Muscle Tensing: Clenching a fist increases self-control and willpower.
- Walking Style: Energetic walking increases positivity.
- Handwashing: Physically washing hands reduces guilt.
- Happy Talk: Repeating affirmative statements improves mood.
Critical Reception and Limitations
While the scientific basis is compelling, some critics argue that the effects might be overstated or dependent on context. Others note that Wiseman occasionally omits detailed statistical data, though the breadth of evidence across multiple studies gives credibility to his claims. As Wiseman himself acknowledges, “This book is not about thinking your way into a new life, but behaving your way into one” (Wiseman, 2012, p. 11).
Conclusion: Richard Wiseman Shows How Faking It Actually Helps You Make It
Richard Wiseman’s exploration of the As If Principle offers a refreshing and evidence-based alternative to traditional introspection-based approaches. Its applications are wide-ranging, from enhancing mood to improving health and relationships. Most importantly, it empowers individuals to take control of their emotional lives through simple yet powerful behavioural changes. By acting as if we already embody the qualities we desire, we begin to truly become those versions of ourselves.
Ultimately, The As If Principle invites us to reconsider our understanding of the relationship between behaviour and emotion, suggesting that meaningful personal change might be more accessible than we previously believed. By acting “as if” we are already who we wish to become, we may indeed become that very person.
References
Wiseman, R. (2012). The As If Principle: The Radically New Approach to Changing Your Life. Free Press.
James, W. (1890). The Principles of Psychology. New York: Henry Holt and Company.
Snodgrass, S. E. (1991). “Walking and Affect: Mood Change in Outdoor Activity.” Journal of Personality and Social Psychology.
Ekman, P. (2003). Emotions Revealed. New York: Times Books.
Clark, D. M. (1997). “Anxiety Disorders: Why They Persist and How to Treat Them.” Behaviour Research and Therapy.
Laird, J. D. (1974). “Self-attribution of emotion: The effects of expressive behavior on the quality of emotional experience.” Journal of Personality and Social Psychology, 29(4), 475–486.
Langer, E. (1981). “Mindfulness and Aging: Reversing the Aging Process.” Journal of Personality and Social Psychology, 57(6), 950–960.
Timeline of the ‘As If’ Principle and Its Proponents
| Date | Contributor | Summary of Contribution | Key Quote or Work |
|---|---|---|---|
| Biblical (1st Century CE) | Jesus of Nazareth (Gospel of Thomas) | Emphasised unity of thought and emotion to effect change; feel as if prayers are already answered. | ‘When you make the two one, you will say to the mountain, “Move away,” and the mountain will move.’ (Gospel of Thomas, v.106) |
| c. 33 CE | Pontius Pilate | Symbolic washing of hands to relieve guilt and show disassociation from moral responsibility. | I am innocent of this man's blood" (Matthew 27:24) |
| 13th Century | Rumi | Suggested that we are already divine, but unaware of our inner power. Through love and spiritual practice, we access this reality. Emphasised the inner transformation and becoming through alignment with love and divine reality. | ‘Live as if you were to die tomorrow. Learn as if you were to live forever.’ (attributed, spiritual interpretation) “Try to become what you are not yet. If you were not yet a sprout, become a sprout. If you were not yet speech, become speech.” |
| 1890s | William James | Pioneered the 'as if' concept in psychology; emotions follow behaviour, not vice versa. | ‘If you want a quality, act as if you already had it.’ (Principles of Psychology, 1890) |
| Early 1900s | Alfred Adler | Used ‘acting as if’ in individual psychology for therapeutic purposes. | ‘We must interpret a bad temper as a sign of inferiority.’ (Adlerian theory) |
| 1930s–1950s | Milton H. Erickson | Used metaphor and suggestion in hypnosis, encouraging clients to act as if change is happening. | Employed indirect suggestion to induce therapeutic change. |
| 1930s–1950s | Napoleon Hill | Encouraged the use of visualisation and belief as if one already had success. | ‘What the mind of man can conceive and believe, it can achieve.’ (Think and Grow Rich, 1937) |
| 1940s–1990s | Carl Jung (indirectly) | Advocated for symbolic enactment in active imagination; power of inner images affecting behaviour. | Referenced throughout his works, particularly on archetypes and individuation. |
| 1950s–1970s | Fritz Perls | Gestalt Therapy used role-play and 'acting as if' as methods to reintegrate psyche. | ‘Lose your mind and come to your senses.’ (Gestalt Therapy Verbatim) |
| 1950s–2000s | Albert Ellis | Used rational emotive behavioural techniques to ‘act as if’ in confronting irrational beliefs. | ‘The best years of your life are the ones in which you decide your problems are your own.’ |
| 1960s–1990s | Gilles Deleuze | Introduced the philosophical concept of 'becoming' which resonates with 'as if' by emphasising process, transformation and living as a continual potential. 'Becoming' is never about reaching a static identity but about enacting possibilities as if they are real. | A Thousand Plateaus (with Félix Guattari), Difference and Repetition – “To become is not to attain a form... but to find the zone of proximity.” |
| 1970s–Present | NLP (Neuro-Linguistic Programming) | NLP incorporates the 'as if' frame as a tool to change behaviours and beliefs. By imagining situations 'as if' they are true, individuals can access resources and states more effectively. | Richard Bandler: “It is never too late for a happy childhood.” |
| 2000s | Gregg Braden | Popularised the spiritual-scientific view of 'feeling as if'; emotional coherence creates reality. | ‘Feel the feeling as if the prayer has already been answered.’ |
| 2012 | Richard Wiseman | Brought scientific and psychological validation to the As If Principle. | ‘To change the inside, act as if from the outside.’ (The As If Principle, 2012) |
In Neuro-Linguistic Programming (NLP), the as if principle is a foundational concept that encourages individuals to adopt behaviors and mindsets aligned with their desired outcomes. By acting “as if” a goal has already been achieved, individuals can influence their internal states and external behaviours to facilitate change. Richard Bandler, co-creator of NLP, encapsulates this idea:
“It is never too late for a happy childhood.”
— Richard Bandler
This quote suggests that by changing our perceptions and behaviors, we can reframe past experiences and influence our present and future. Similarly, John Grinder, another NLP co-founder, emphasises the importance of modelling successful behaviours:
“If you want to know how someone achieves success, find out how they do it and model it.”
— John Grinder
This approach aligns with the as if principle by encouraging individuals to emulate the behaviours and strategies of successful people to achieve similar results. These principles are extensively discussed in NLP literature, including works like Frogs into Princes by Bandler and Grinder, which delve into the practical applications of acting “as if” to bring about personal transformation.
In the field of hypnosis, the as if principle is notably reflected in the social role-taking theory. This theory posits that individuals under hypnosis adopt behaviours and experiences by acting “as if” they are in a hypnotic state, influenced by social context and expectations. Psychologists Sarbin and Coe described hypnosis in terms of role theory, suggesting that individuals act “as if” they were hypnotised. Additionally, the cold control theory of hypnosis suggests that during hypnosis, individuals experience their responses to suggestions as occurring independently of their conscious will. This detachment allows them to act “as if” the suggestions are happening to them, further exemplifying the as if principle in hypnotic practices. Milton H. Erickson, used metaphor and suggestion in hypnosis, encouraging clients to act as if change is happening or has happened and employed indirect suggestion to induce therapeutic change. These perspectives underscore how the as if principle operates within hypnosis, where individuals embody roles or experiences through suggestion and expectation, leading to genuine behavioural and psychological changes.
The placebo effect closely mirrors the as if principle. Both concepts involve the power of belief and expectation to bring about real physiological and psychological changes. In the placebo effect, individuals experience genuine improvements in health after receiving a treatment with no therapeutic value, simply because they believe it’s effective. This belief can trigger the body’s natural healing processes, such as the release of endorphins and dopamine, leading to symptom relief. This phenomenon is particularly evident in conditions like pain, depression, and anxiety. Similarly, the as if principle suggests that by acting as if a desired outcome has already occurred, individuals can influence their emotions and behaviours to align with that outcome. This approach is used in various psychological therapies and personal development strategies to promote positive change. Notably, researchers like Irving Kirsch have explored the connection between expectation and experience. Kirsch’s response expectancy theory posits that what people experience depends partly on what they expect to experience, which underlies both the placebo effect and hypnosis. In summary, both the placebo effect and the as if principle demonstrate the significant impact of belief and expectation on human experience, highlighting the mind’s role in influencing physical and psychological states.
The As If Principle in Biblical Perspective: Feeling as Faith Made Flesh
The Gospel of Thomas, which present a view of prayer and transformation rooted not merely in verbal supplication, but in the embodied assumption that one’s desired state has already come to pass is based on the same ‘as if’ principle. The ‘as if’ concept strikingly aligns with the teachings of Christ as recorded in canonical scripture and offers an integrated view of faith as enacted belief.
Living ‘As If’ in the Words of Christ
The Gospel of Thomas, verse 106, reportedly states: “When you make the two one, you will say to the mountain, ‘Move!’ and it will move.” This mirrors a well-known canonical passage from Matthew 17:20 (KJV): “If ye have faith as a grain of mustard seed, ye shall say unto this mountain, Remove hence to yonder place; and it shall remove; and nothing shall be impossible unto you.” Faith, in this view, is not merely an intellectual assent or emotional hope, but an integrated state of embodiment — a union of thought and feeling expressed through action.
Similarly, John 16:24 states, “Ask, and ye shall receive, that your joy may be full.” Yet, as the speaker notes, early Aramaic renderings of this passage contain a critical elaboration: “Ask without hidden motive and be surrounded by your answer; be enveloped by what you desire.” In this expanded version, the concept of asking moves beyond verbal articulation. It becomes a total felt experience — as if the reality one seeks is already present.
This idea of behaving into belief resonates deeply with Hebrews 11:1, “Now faith is the substance of things hoped for, the evidence of things not seen.” The as if principle here takes on a biblical frame: faith behaves as though the unseen is already manifest. It lives out the prayer in a body already convinced of its fulfilment.
Old Testament Roots: Prophets and Ritual Enactment
Throughout Hebrew Scripture, prophetic acts often function as symbolic expressions of divine reality. For example, the prophet Elijah prays for rain by crouching down with his face between his knees (1 Kings 18:42–45), embodying the posture of expectancy even before a single cloud is seen. His actions are not attempts to persuade God but to mirror the anticipated outcome.
In this light, faith is a relational alignment — not merely belief that something will happen, but living and feeling as if it has. This distinction is evident in passages such as Psalm 37:4, “Delight thyself also in the Lord; and he shall give thee the desires of thine heart.” The act of delighting — of emotionally embodying joy — becomes itself a vehicle for manifestation.
The Heart as the Source of Creation
Jesus emphasised the central role of the heart in shaping reality: “A good man out of the good treasure of the heart bringeth forth good things” (Matthew 12:35). The heart, in this context, is not simply emotional but generative. It becomes the interface between the visible and invisible, the internal and the manifest.
Gregg Braden’s commentary that “feeling is the prayer” finds support in Romans 4:17, where Abraham is described as the one who “calleth those things which be not as though they were.” This verse encapsulates the biblical as if principle: behaving, feeling, and speaking from the reality of what is yet unseen.
Application: Enacting Faith in Personal Practice
To embody biblical faith today is to live as if grace, healing, abundance, or reconciliation has already come. It is not to pretend or deceive oneself but to enter into an ontological state where prayer is not a request but a declaration of alignment with divine possibility.
Practical applications of this principle might include:
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Gratitude before evidence, as illustrated in John 11:41 where Jesus gives thanks before Lazarus is raised.
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Behavioural alignment, such as standing upright in hope even in the midst of despair (cf. Job 19:25–27).
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Speech as creation, echoing Proverbs 18:21: “Death and life are in the power of the tongue.”
This is not mere psychological optimism but theological realism — a recognition that divine power responds not to begging but to belief enacted. Jesus himself embodied this in his command to the paralytic, “Rise, take up thy bed, and walk” (John 5:8), spoken not in future tense but from the certainty of present power.
References
The Holy Bible, King James Version.
Gospel of Thomas, verse 106 and 48, from the Nag Hammadi Library.
Braden, G. (2001). The Isaiah Effect.
Neville, G. (1952). The Power of Awareness.
Hebrews 11:1, Matthew 17:20, John 16:24, Romans 4:17, Proverbs 18:21.
Psalm 37:4, Matthew 12:35, John 11:41, John 5:8.