If you read popular science books about the brain, you might have encountered a new “grand theory” called predictive processing. If you haven’t yet, you will. Over the last two decades, it has gone ...

In my work as a brand strategist revealing the intersection of psychology and marketing, I have found that the most effective marketers have an intuitive grasp that science is now beginning to prove.

Michael John O'Keeffe does not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and has disclosed no relevant affiliations ...