The idea of deliberately erasing a painful memory without leaving a trace often feels like a science fiction fantasy, one that has captivated researchers and inspired countless literary and cinematic works. However, beneath these fictional portrayals lies a very real question: Are we capable of manipulating forgetting? Far from being a simple, passive process, memory…
It is fascinating to consider that, just as a great civilization may crumble not due to an external disaster but because of internal flaws, the human brain, too, can collapse from within through the gradual erosion of its connections. Frontotemporal degeneration (FTD) presents this profound reality, where the very complexity that defines us can ultimately…
Fear, an ancient and primal emotion, serves as both our protector and, at times, our captor. Vital for our survival in the face of danger, it becomes a weight that hinders our sense of peace when it becomes ingrained in our daily lives. While neuroscience has mapped the brain circuits responsible for fear, psychological frameworks…
Behind the veil of our everyday choices, a sophisticated game unfolds. Brands, armed with advances in neuroscience, have moved beyond merely displaying products or promoting services. They now delve into the depths of our minds, seeking to understand what ignites our desires, fuels our longings, or triggers that sudden impulse to purchase. Neuromarketing, a hybrid…