Cognitive Neuroscience on Instagram: "What's the incongruity effect? Your brain loves patterns. So when something almost makes sense but suddenly doesn’t, it snaps to attention. That jolt is the incongruity effect. Humor, magic tricks, ads, and plot twists all use it by setting up an expectation and then breaking it in a clever way. The surprise forces your brain to resolve the mismatch, and that mental click feels funny, memorable, or impressive. We laugh not because it’s random, but because th

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