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November 14, 2016

How Your Brain Decides Without You

4676_ea6979872125d5acbac6068f186a0359-2.pngAn increasingly well-supported working hypothesis called predictive coding is when perceptions are driven by your own brain and corrected by input from the world. There is simply too much sensory input to take in, so the brain has to find other ways to work, which means it constantly predicts. When the sensory information that comes in does not match your prediction, you either change your prediction—or you change the sensory information that you receive.

We see what we want to see.

Topics: Research and Insights, Content Strategy, Science, Consumer Insights

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