Brad Wallace February 11, 2015 McGill prof explores psychology behind magic tricks Brad Wallace February 11, 2015 Well isn't that cool? But I thought that magicians never revealed their secrets. Yet there has been little systematic study of the psychological factors that make magic tricks work. A team of Canadian researchers has combined magic and psychology to demonstrate how certain contextual factors can sway the decisions people make, even though they may feel that they are choosing freely.”We began with a principle of magic that we didn’t fully understand: how magicians influence audiences to choose a particular card without their awareness,” explains Jay Olson, lead author of a new study published in Consciousness and Cognition. “We found that people tend to choose options that are more salient or attention-grabbing, but they don’t know why they chose them,” says Olson, a graduate student in psychiatry in McGill University’s Raz Lab, which investigates psychological phenomena such as attention and consciousness.