Jules Dupuit claims behaviors and cognitions can be understood from an economic standpoint such that individuals engaged in the systematic processing and comparison of the costs and benefits of a decision.
Since these artificial memories are permanent, it sharply conflicts with the patient's real memories soon after the person awakens, which is why it is only done on those without much time left to live.
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Leon Festinger (1919–1989), American social psychologist, responsible for the development of the theory of cognitive dissonance
Boring, E.G., "Cognitive Dissonance: Its Use in Science", Science, Vol.145, No.3633, (14 August 1964), pp.