Unknown Unknowns: The Problem of Hypocognition

In 1806, entrepreneur Frederic Tudor sailed to the island of Martinique with a precious cargo. He had harvested ice from frozen Massachusetts rivers and expected to make a tidy profit selling it to tropical customers. There was only one problem: the islanders had never seen ice…. Hypocognition, a term introduced to modern behavioral science by anthropologist Robert Levy, means the […]

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