Waiting expectations matter. Customers are more frustrated by unexpected delays than by long waits. Gaps break loyalty. When reality doesn’t match expectations, customers feel regret, complain or ...

Train mice to navigate in a virtual reality environment and monitor how experience in a virtual maze alters visually evoked brain activity. Beauty is in the eye of the beholder. Our visual system ...

Getting older brings certain expectations, from gray hair and wrinkles to more bouts of forgetfulness. While these beliefs may seem harmless, whether a person views these changes in a positive or ...

We like to think we are objective observers of reality—that we see things exactly as they are. But the truth is, we mostly see what we expect to see. The brain is not a passive recorder of experience, ...