Scientists have discovered specialized IC-encoder neurons that make the brain “see” illusions, such as squares or triangles that aren’t truly there.

You probably think you’re listening to my voice right now. But what if I told you that you’re actually experiencing a sophisticated hallucination?Perception isn’t the passive process that most of us ...

A recent study shows that different people have similar brain activity when perceiving social situations. Researchers discovered an extensive neural network in the human brain that effectively ...

To enjoy the scent of morning coffee and freshly baked cookies or to perceive the warning smell of something burning, the brain needs two types of cells, neurons and astrocytes, to work closely with ...

Neuroscientists at the Ruhr-Universität Bochum (RUB) together with colleagues at the Freiburg University show that this is not strictly the case. Instead, they show that prediction errors can ...

Consumer behavior patterns can be fickle at times. Whether a brand is a household name or an unproven business that is still getting its feet wet in the marketplace, sales and marketing work ...