Berkeley neuroscientists report that they have been able to identify images subjects looked at solely by analyzing fMRI scans of the subjects' brains. Jack Gallant and his team at the University of California Berkeley published their findings in Nature.For the first step, they calibrated their experiment by having two members of the team…

East Asian subjects process a picture differently than their North American counterparts, according to a study published this week in the Journal of Personality…

OK, I admit it... if this story was about rats and food pellets, it wouldn't be particularly compelling. But when scientists decide to see what your brain does…

The common belief is that neuromarketing is trying to find the mythical "buy button" in the brain. If you are an ecommerce web designer, though, the "buy…

Hot on the heels of learning that more expensive wine tastes better, we find that more expensive placebos are more effective at controlling pain:The…

South Korean researchers have conducted an fMRI study that shows that perfume can arouse some men. Shocking news, eh? Eight healthy right-handed heterosexual…

With Barack Obama and Hillary Clinton locked in a tight race for the Democratic presidential nomination, will one or the other turn to sensory branding,…

Can some scents reduce stress? Brain scientists are now confirming what herbalists and aroma researchers have long believed. Japanese researchers, using…

In Brain Rules by John Medina, one of the more amusing anecdotes is an informal experiment by Medina on the potency of scent to enhance the formation of…

Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School by John Medina (Pear Press, 320 pages) is a highly readable guide to using the…