A popular theory in neuroscience called predictive coding proposes that the brain produces all the time expectations that are compared with incoming information. Errors arising from differences ...

Researchers examined decades of data to create a unifying theory to explain biases in perception. Photo-Illustration: Martha Morales/The University of Texas at Austin How humans perceive the world ...

Did you know that you can gain and lose customers without even meeting them? From the passers-by outside your corner store, to the viewers who visit your website, you can work on gaining the attention ...

Perceptual Control Theory (PCT) offers a unique lens for understanding human behaviour, proposing that individuals act to control their internal perceptions rather than simply responding to external ...

Using process theory, a type of scientific observation, individuals measure how events in a specific process lead to an outcome. According to this theory, when a company wants to reproduce an outcome, ...