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.

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 ...

ON A building site, there is a scream of pain. A worker has jumped down from scaffolding and landed on a long nail that is now emerging from the top of his boot. In clear agony, the man is taken to ...

In a much-publicised 2014 study, two Japanese neuroscience researchers found Brazilian soccer star Neymar used 90% less of his brain capacity – measured by neuron signals – compared to a group of ...