In a world saturated with stories—from ancient myths to TikTok clips—narratives knit together emotion, memory, and meaning. A ...

Researchers shot lasers into brain cells and triggered illusions on demand—a breakthrough that’s rewriting how we see the ...

Multisensory perception and integration refer to the brain’s remarkable ability to combine stimuli from different sensory modalities into a unified, coherent experience. This process underpins ...

Have you ever looked at two circles of exactly the same size and sworn one was larger? If so, your eyes have been tricked by ...

Your expectations shape and quicken your perceptions. A new model that explains the effect suggests it’s time to update theories about sensory processing. Imagine picking up a glass of what you think ...

How does the brain decide which of the senses it will focus attention on when two interact? For the first time, scientists measured the sensory signals at different depths in the cortex. If we cross a ...

While many understand that hearing and vision loss come with age, not everyone realizes that other senses can change.

A new study suggests that noradrenaline, a neurotransmitter responsible for arousal in the brain, plays a vital role in early sensory perceptions of the world. Being aware of our surroundings is a ...

Despite decades of research, space perception remains a challenging problem. Key aspects like the mapping between physical and perceptual space, the link between perceived space and action, and the ...

Sensory branding — particularly sonic branding — is a growing trend and the results from Visa, an early adopter of the strategy, point to some of the potential benefits for marketers embracing this ...