Eyes Change The Taste Of Food
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.
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
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
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.
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
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.
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.
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
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.
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.