Donald Hoffman (@donaldhoffman) is a cognitive scientist, popular author and Professor of Cognitive Science at UC Irvine. He studies how our visual perception, guided by millions of years of natural selection, authors every aspect of our everyday reality.
Don has co-authored two technical books: Observer Mechanics: A Formal Theory of Perception which offers a theory of consciousness and its relationship to physics and Automotive Lighting and Human Vision which applies vision science to vehicle lighting.
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