Gerben Baaij – A sociologist, specializing in leisure and tourism, turned citymarketeer. Baaij has always been intrigued by how the human mind works and processes and interprets information. Is what you see what you get? Is reality as we observe it something objective, or is it an interpretation of what we perceive by our brain, influenced by evolution, personal experience, culture, expectation, context and even the physical structure of the brain itself? Big questions, without easy answers, but important in marketing and communication. Baaij will share some thoughts with us about how our brain gives meaning to the world and why that is important to understand.