After conducting some unique memory and recognition tests, while also recording subjects’ brain waves, scientists conclude that some gut feelings are not just guesswork after all. Rather, we access memories we aren’t even aware we have.
“We may actually know more than we think we know in everyday situations, too,” said Ken Paller, professor of psychology at Northwestern University and co-researcher on the study. “Unconscious memory may come into play, for example, in recognizing the face of a perpetrator of a crime or the correct answer on a test. Or the choice from a horde of consumer products may be driven by memories that are quite alive on an unconscious level.”
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