A new neuroscience study from QMS shows dynamic, contextually aligned digital outdoor content significantly boosts audience ...

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 ...

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 ...

Several studies have indicated that forgotten memories may not be as irretrievable as once thought. Memory appears to be closely tied to the context in which it was encoded. Consequently, remembering ...

Dynamic mechanisms of engram maturation. During the allocation, engram allocation is primarily governed by enhancements in intrinsic neuronal excitability, driven primarily by increased ...