As you read this, the screen is probably flashing over 240 times per second, yet, as a human, you won't notice this flickering light. However, to a fruit fly hovering above your head, the screen would ...

How is it that two people can see the same thing and have a completely different understanding of what happened? Two leaders can look at the same numbers, hear the same news or face the same challenge ...

Overestimating Steepness Is the Rule, Not the Exception The research team, led by psychology professor Dennis Shaffer at The Ohio State University, wanted to explore why people almost always ...

During her training in anthropology, Dorsa Amir, now at Duke University, became fascinated with the Müller-Lyer illusion. The illusion is simple: one long horizontal line is flanked by arrowheads on ...

Brand Finance determines whether public perception of brand sustainability commitments aligns with their performance — and the financial risks associated with any gap. Today, brand-valuation ...

Is your green my green? Probably not. What appears as pure green to me will likely look a bit yellowish or blueish to you. This is because visual systems vary from person to person. Moreover, an ...

In a massive scientific effort, hundreds of researchers have helped to map the connections between hundreds of thousands of neurons in the mouse brain and then overlayed their firing patterns in ...

When Gustav Kuhn was 13, a friend pulled an egg out of his ear. Kuhn was astounded – but his wonder didn’t abate, even after he learned that the egg was made of foam and had been easily hidden in his ...

Wine corks do more than seal bottles - they change consumer perception of the wine iteself. The holiday season is in full swing, and so are holiday get-togethers. What’s the go-to hostess gift? Or the ...