In Britain, the average adult spends approximately £144,000 ($177,000) on impulse purchase over their lifetime . Undoubtedly, emotions play a significant role in impulse purchases. Should we use pure logic when buying chocolate? What if I told you that emotions also interfere with our rational choices? Here is… Read more
Neuroscience reveals how the brain create fear without a real threat. Emotions, such as love, hate, happiness, and sadness, are feelings we experience through the course of life. We should not worry about having those feelings, as many things trigger emotional responses (e.g. a funny joke,… Read more
Neuroscience is today what nutrition was 50 years ago. Back then, the general population began to adopt technical concepts restricted to the medical community such as saturated fat, HDL (the good cholesterol) and triglycerides. Our general knowledge has evolved, and we take for granted information, such as minerals (zinc)… Read more
Hi, my name is Renato Boemer and I have created this website for YOU and for you only.
I hold a degree in psychological and behavioural sciences from the University of Cambridge. I am a charted member of the British Psychological Society (MBPsS) and a science enthusiast. I will make this space the global hub for research based, easy to read and actionable information on neuroscience and stress.