[wyager]

Ugh. Sorry, but anyone who tries to link the measurement problem and a process as high-energy as cognition is either misled or trying to mislead you.

Here's what we know experimentally: when you measure something, it looks like it has a definite value. (Math version: the measured value is always an eigenvalue of the hermitian operator corresponding to the measurement. Even if a system started in a mixed state, it always seems to end up in the eigenbasis corresponding to the measured eigenvalue.)

"Measurement" is any process that carries information about the state of the system. When I get hit in the back of the head with a photon from a distant planet, I'm measuring its position.

What QM does not know is why this seems to be the case. There are many theories. (Plug for Einselection.) But just about any serious theory happens at time and energy scales so small that it doesn't make sense to consider the interaction of consciousness with wave function collapse. If there's no objective reality, the "subjectivity" probably only exists at scales too small to notice without an experimental setup.