All caps feel loud. That’s the point. From social feeds to supermarket shelves, marketers lean on capital letters hoping to exaggerate the point they want to make. But does this typographic shortcut actually help messages stick? 

What defines a relationship? Whether it’s with a friend, colleague, customer—or a brand—we intuitively understand the dynamics. But until recently, these social bonds were difficult to quantify across cultures and contexts.

Marketers have long understood that emotions influence behavior—but a new study reveals just how deeply momentary mood states can shape the decisions people make around risk, reward, delay, and effort. 

We all know a powerful ad when we see one. But how often do we stop to ask—did we feel it, or just recognize that we were supposed to?  A new neuroscience study offers a fresh lens on this distinction.

Modern AI models have begun to mirror the most complex system we know: the human brain. Large Language Models (LLMs) like Claude or GPT aren’t just glorified calculators. They're sprawling networks of digital cognition—structures so intricate, researchers are now using neuroscientific metaphors to understand them.