Brain’s Unconscious Bias Sways Decisions

Brain’s Unconscious Bias Sways Decisions

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If you’ve ever had to make a snap decision between two unfamiliar choices, you may want to thank your subconscious for making it possible. According to new research, the brain’s memory areas link new memories to old associations, providing a roadmap for decision-making we don’t even realize we have. The research, published in the journal Science, focuses on the hippocampus, a region nestled deep in the brain that helps consolidate memories. Scientists have long known the hippocampus links memories and integrates them together, but the new study is the first to look at the region’s role in biasing the brain toward certain choices.

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