Long-term memory encoding gets a 20% boost in when brands align with real-time editorial content, according to a neuroscience study by QMS. The study was based on a recent British & Irish Lions rugby ...

Digital outdoor media company QMS released the results of its latest neuroscience study, revealing the impact of dynamic ...

Every generation leaves behind images that shape memory. From temples and portraits to symbols layered with meaning, visuals ...

A. Overview of hippocampal dynamics during movie watching. FMRI data from the hippocampus were measured at the voxel level, and low-dimensional subspaces for two types of novelty and memorability were ...

The study shows, for the first time in a realistic setting, the role of ripple-type brain waves in memory encoding and storage. A research team from the Faculty of Psychology at the University of ...