10 Reasons Not To Trust Your Instincts

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Eyes Change The Taste Of Food

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The color of food affects how we taste it. Scientists tricked wine experts into thinking white wine tasted like red wine, just by changing the liquid’s color.

Change Blindness

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You can miss changes before your eyes at the brain doesn’t take in all visual stimuli. In a study, 50% of people didn’t notice that the person they were giving directions to became someone else mid-conversation.

The McGurk Effect

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What you see can override what you hear. In a study, people viewing a crime scene confused the phrase “He’s got your boot” with “He’s gonna shoot”.

The Size-Weight Illusion

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The brain can confuse the size of an object and its expected weight. Thus, a large box will feel lighter than a small box of equal weight.

Inattentional Blindness

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The inability to see something in plain sight as you are focused on something else. A cop, Kenny Conley, lost his job after he was so focused on chasing a suspect that he failed to notice a violent attack.

Sniff and Spend

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Shops use certain scents to create an emotional connection with their custumers. Researchers found that shoppers in the presence of an orange scent spent on average 20% more.

Pinocchio Illusion

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Our ability to sense the position of our body parts can be confused by stimulating muscles. Touching your nose while stimulating arm muscles creates a false sensation that your nose is growing.

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Nonconscious Process

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30 areas in our brain process vision. Mistakes occur when a pattern associated with danger is recognized before we consciously process it. E.g. we can mistake a clump of hair for a spider.

The Rubber Hand Illusion

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Scientists placed a rubber hand in front of participants & stroked it simultaneously to their real hand. The rubber hand felt like it belonged to their body & the temperature of their real hand dropped.

Saccadic Masking

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During eye movements the brain ignores what we see so we don’t experience motion blur. Cumulatively this means we are temporarily blind 30-45 min a day -2% of our lives.