Are the non-medical applications of fMRI and other brain imaging technology overrated, or are we seeing the birth of a major new field of study? Ofri Ilani and Yotam Feldman of Haaretz have written a lengthy survey piece that starts by describing some of the current and planned brain imaging centers in Israel and segues into a lengthy and detailed…

Popular books like Men are from Mars, Women are from Venus, not to mention generations of comedians, have played up the differences between males and females.…

Berkeley neuroscientists report that they have been able to identify images subjects looked at solely by analyzing fMRI scans of the subjects' brains. Jack…

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…