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The Times

Think you’ve decided what to buy? Actually, your brain is still deciding – even as you put it in your basket

  • Written by Tijl Grootswagers, Senior Research Fellow in Cognitive Neuroscience, Western Sydney University
Think you’ve decided what to buy? Actually, your brain is still deciding – even as you put it in your basketSTEKLO/Shutterstock

You are standing in the cereal aisle, weighing up whether to buy a healthy bran or a sugary chocolate-flavoured alternative.

Your hand hovers momentarily before you make the final grab.

But did you know that during those last few seconds, while you’re reaching out, your brain is still evaluating the pros and cons –...

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