The Illusion of Sound: A Look into the 'McGurk Effect'

Sound can help tell the story, tell you how to feel, or help create an illusion. So, what happens when there is conflicting information between sound and picture?

Watch what happens when you view these clips: Your eyes and ears are experiencing conflicting information, and your brain is trying to make sense of it.

It is the McGurk effect, named for the British cognitive psychologist who discovered this phenomenon.