Dr. Gustav Kuhn is a cognitive psychologist with an unusual background. Before becoming an academic, he worked as a semi-professional magician. He now directs the MAGIC Lab (Mind, Attention and General Illusory Cognition) at the University of Plymouth, on the southwest coast of England, where his research uses magic as a powerful tool for uncovering the secrets of the human mind. As one of the leading researchers in the science of magic, Gustav works across disciplines to explore why our minds are so easily deceived into experiencing events that seem impossible.