If you read popular science books about the brain, you might have encountered a new “grand theory” called predictive processing. If you haven’t yet, you will. Over the last two decades, it has gone ...

SEATTLE, WASH.—March 13, 2025—An international collaboration of over 50 neuroscientists and researchers is pioneering a new approach to understanding the brain: the world’s first crowd-sourced and ...

In this post, the last of a five-part series, we will acquire an understanding of various theories that emphasize the importance of top-down signaling in shaping and enabling conscious perception.

In my work as a brand strategist revealing the intersection of psychology and marketing, I have found that the most effective marketers have an intuitive grasp that science is now beginning to prove.

How our brain, a three-pound mass of tissue encased within a bony skull, creates perceptions from sensations is a long-standing mystery. Abundant evidence and decades of sustained research suggest ...

Michael John O'Keeffe does not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and has disclosed no relevant affiliations ...