The McGurk effect

The McGurk effect is a perceptual phenomenon that demonstrates an interaction between hearing and vision in speech perception. The illusion occurs when the auditory component of one sound is paired with the visual component of another sound, leading to the perception of a third sound.

It was first described in 1976 in a paper by Harry McGurk and John MacDonald titled "Hearing Lips and Seeing Voices".


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The Theory of Planned Behavior

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