You may think you decided to read this story — but in fact, your brain made the decision long before you knew about it.
Here is another article that appeared today in " Neuromarketing"
Some people worked it out; others did not. The significant point, though, was that the EEG predicted who would fall where. Those volunteers who went on to have an insight… had had different brainwave activity from those who never got it. In the right frontal cortex, a part of the brain associated with shifting mental states, there was an increase in high-frequency gamma waves (those with 47-48 cycles a second). Moreover, the difference was noticeable up to eight seconds before the volunteer realised he had found the solution. Dr Sheth thinks this may be capturing the “transformational thought” (the light-bulb moment, as it were) in action, before the brain’s “owner” is consciously aware of it. [Emphasis added. From The Economist – Incognito – Evidence mounts that brains decide before their owners know about it