Fields like neuroscience, behavioral economics, and semiotics offer us perspectives on how consumers think. But what about the field of magic? For millennia, magicians have been puzzling out attention, perception, and cognition. How do humans process sensory data into reality, and how can assumptions, mental shortcuts, and the fickleness of memory be manipulated to seemingly bend or break reality? In this session, Jeff will expand upon his fascinating conference presentation and we will discuss how we can improve our moderating taking into consideration what we can learn from magicians about cognitive shortcuts and priming, among other things.