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Imagination can change what we hear and see

A study from Karolinska Institutet in Sweden shows, that our imagination may affect how we experience the world more than we perhaps think. What we imagine hearing or seeing “in our head” can change our actual perception. The study, which is published in the scientific journal Current Biology, sheds new light on a classic question in psychology and neuroscience – about how our brains combine information from the different senses.

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Testers for 7-Up consistently found consumers would report more lemon flavor in their product if they added 15% more yellow coloring TO THE PACKAGE.

— Malcolm Gladwell