Abstract: Despite the importance of long-term memory in marketing and brand building, until now, there has been no large-scale study on the memorability of ads. All previous memorability studies have ...

Patterns of neural activity called theta oscillations have a role in memory encoding but – contrary to current thinking – do not appear to have a role in memory retrieval.

Abstract: How long do the neural and cognitive effects of a brief odor experience last? This study investigated whether short exposures to pleasant and unpleasant odors can induce sustained changes in ...