Sitting in a pub one night a dozen years ago, Charles Spence realized that he was in the presence of the ideal experimental model: the Pringles potato chip. Spence, a professor of experimental psychology at Oxford University, runs the Crossmodal Research Lab there, which studies how the brain integrates information from the five human senses to produce a coherent impression of reality. Very often, these modes of perception influence one another on the way...
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