Research on the perception of color differences is helping resolve a century-old understanding of color developed by Erwin ...

Until recently I thought I was rather tall. Well, maybe not tall, but certainly not short. I don’t have anything against short people. It’s just that I didn’t realize that I am a short person. I’ve ...

How is it that two people can see the same thing and have a completely different understanding of what happened? Two leaders can look at the same numbers, hear the same news or face the same challenge ...

image: Research by Brittany Solomon found that, regardless of how people personally view another person, they also are aware of how that person sees themselves, as well as how they are generally ...

American psychologist Calvin S. Hall established the open field test (OFT) in 1932 to assess animal emotionality. 1 The OFT has evolved since then with modern technology, and its capacity to assess ...

Many policies -- from medicine to terrorism -- depend on how the general public accepts and understands scientific evidence. People view different branches of sciences as having different amounts of ...

Scientists from the University of Nottingham have reported that adding an ingredient that induces the sensation of cooling could boost the perception of fruit flavours, fundamental research that could ...

Brand perception today has an increasingly immense influence on consumer behavior and market positioning. Defined as the collective opinions, beliefs and emotions held by consumers toward a brand, ...