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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 basket

STEKLO/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.

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