Peeking into Human Memory

Our memories seem simultaneously tangible and ephemeral. They define us, yet, under close examination, are surprisingly insubstantial. Companies spend billions to advertise their messages to potential and existing customers, relying on them to remember brands, slogans, claims, prices, and where to buy their products. But our memories are remarkably unreliable; as a result, much of our advertising money is wasted.

Russell Poldrack, Ph.D., is a cognitive neuroscientist at UCLA studying the brain’s systems for learning, memory, decision making, and executive functions. A prodigious researcher, Poldrack was awarded the American Psychological Association Distinguished Scientific Award for Early Career Contributions within ...

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