How your subconscious influences your decisions

Lucid dreaming: the ability to control or influence your dream environment

Every night, most of us dream, but about 20% of people experience lucid dreaming at least once a month. In these rare moments, dreamers are aware they're dreaming, and can even control their actions. Though linked to increased frontal lobe activity, why this state occurs remains a mystery.

Scientists are learning to guide your dreams using sound and touch

Researchers are using a technique called "targeted dream incubation"—where stimuli like sounds or vibrations are introduced as you drift off—to influence dream content and potentially improve creativity, memory consolidation, and PTSD treatment. With the same mechanism, companies could theoretically target sleeping consumers with brand suggestions while they're unaware and neurologically susceptible, or assist in reducing nightmares.

Researchers believe the brain consolidates memories, processes emotions, and plans for the future during dream states

How dreams affect your memory

In 1999, scientists conducted a study in which participants were asked to recall images flashed before them for milliseconds. They found that participants who slept before recalling the information performed better than those who had been asked to recall the same information that same day. This was some of the earliest convincing evidence of how crucial sleep is for learning and memory, findings that current research continues to strengthen.

Dreams largely occur during REM sleep (but not entirely)

Modern imaging tools have enabled scientists to carry out in-depth studies of brain activity during sleep. Researchers know dreams arise largely during REM, blending emotion-driven visual imagery, memory consolidation, and weak associations to help us make sense of experiences, regulate emotions, and prepare for future situations.

The dreaming brain, as understood by scientists

Technology has advanced to where the seemingly separate fields of psychology and neuroscience are asking the same questions about dreams, such as whether they're more closely related to perception or visualization. Some field-intersecting findings include research that shows people with impaired face perception don't dream of faces, those with brain legion-related cognition difficulties deal with similar issues in dreams, and children's dreams change in parallel to their cognitive development.

Are you hypnotizable?

What causes some people to genuinely fall under the spell of hypnosis and others not? The technique only appears to work easily on about 10% of people, and a variety of both genetic and psychological factors determines one's susceptibility. Researchers suggest effective hypnosis has more to do with a person's self-control than with external influence—and the technique can have tangible benefits.

Famed psychologist Sigmund Freud believed dreams were symbolic expressions of desire

Austrian psychologist Sigmund Freud believed dreams should be interpreted using personal symbolism and free association, meaning relaxing the mind and waiting to see what concepts spontaneously erupt. Interpreting and unraveling these "involuntary ideas" is a precursor to understanding the psychology of neuroses, according to Freud.

Why do dreamers twitch?

This thought-provoking piece highlights newer research suggesting sleep twitches may not be random dream leftovers, but instead a crucial way our brains map and understand our bodies. From sleeping rat pups to dreaming octopi, this biological mapping system appears universal across animal species.

Studies of psychedelic use may help shed light on the nature of consciousness

The nature of consciousness—what it is, where it comes from, and how it manifests as moment-to-moment experience—remains under debate by scientists. Recent studies show psychedelics were found to boost low-frequency brain signals known as delta waves, a behavior also seen during dream states.

Dreams have long been used for religious and political power

Classic literature and mythology attests to the crucial role dreams play in narratives, from the Virgin Birth to the prophetic visions of Gilgamesh and Enkidu. The heightened state of dreaming and its analog, hallucinating, have long held special power over the collective imagination.

Studies suggest when you sleep is as important as how much you get, and syncing with your circadian rhythms may lead to less fatigue and improved long-term health outcomes

What pupils can reveal about a person’s thoughts and feelings

Eyes have long been said to be the window to the soul. In this article, a psychologist and pupillometrist explores research demonstrating pupils as a window into the mind. Pupils tell us how intensely someone is exerting mental effort, or even reveal what a person is imagining. Read this article for insight into the field of pupillometry and how it can offer insights into our psyches.

Mathematicians often solve problems using wordless mental processes

It's a common technique among expert mathematicians, where thinkers rely on intuition, blurry perceptions and subconscious work—no writing, no formulas. The state is distinct from daydreaming, and often relies on sudden illuminations stemming from extended periods of subconscious reflection.

Jungian archetypes can reveal personality traits

Swiss psychologist Carl Jung argued that we’re drawn to familiar character types—such as heroes, caregivers, or rebels—because they reflect universal archetypes embedded in the human subconscious. He believed these patterns shape behavior, motivation, and personal growth.

The free will versus determinism debate: major thinkers weigh in

Do we have free will in our actions or are we totally determined? An all-star cast of contemporary thinkers share insights on the crucial debate.

How big brands keep your loyalty

We perceive ourselves as rational decision-makers—but research about our consumption habits suggest we are easily played by clever marketing. Here's how big brands design their branding to keep you coming back.

Why your favorite color is probably blue

From a young age, we are primed to choose a favorite color, but strangely as we grow up, our preference often changes—and it’s largely due to influences outside our control.

Visualizing 11 cognitive biases that influence how you think

Humans are hardwired to make mental mistakes called cognitive biases, affecting the way we view our world. Among the most common are confirmation bias (seeking only evidence that affirms your views), authority bias (overweighting things said by authority figures), groupthink (assimilating ideas to avoid conflict), and more. This quick chart gives an overview of some of the most notable ways we mislead ourselves.

'Those who dream by day are cognizant of many things which escape those who dream only by night.'

- Edgar Allan Poe (1809-1849) in "Elenora"

'Deinfluencing' explained

You’ve probably heard of influencers, but have you heard of “de-influencers?” Basically, the de-influencing trend started when creators began making videos about products you shouldn’t buy, rather than sponsored content promoting things you should purchase. Comedian Taylor Tomlinson recently cracked some jokes about the trend, and its companion “under consumption-core.”

An LSD scientist's role in a US mind control project

Within a decade of LSD's discovery, the US government had launched a secret initiative involving hypnosis and hallucinogens. LSD researcher Louis Jolyon West conducted experiments for the CIA's MKUltra project, which focused on the potential of mind control. He later took part in a criminal trial that hinged on testimony whose sourcing was seemingly inspired by MKUltra experiments. This article explores light shed by West's personal archive.

Nature versus nurture: Are you the result of your genes or your environment?

Dr. Nancy Segal breaks down how research on twins has revealed just how much our genes influence our behavior and traits—but insists they aren't everything. Catch up on the latest in the nature versus nurture debate.

The body's sleep-wake cycle is one of its many circadian rhythms

The body's sleep-wake cycle is one of its many circadian rhythms, which are behaviors or biological processes that exhibit 24-hour patterns. These rhythms are deeply impacted by light exposure, food availability, and much more, meaning where you live impacts your sleep.

How to end bedtime procrastination

Finally done with external obligations, you might plop onto the sofa and dive into a hobby or bit of media, pushing past sleepiness to have some time to yourself and enjoy doing what you want. This is known as "revenge bedtime procrastination," a behavior that feels relaxing but impairs sleep hygiene.

How alcohol rewires your brain

Alcohol doesn't just make you tipsy—it rewires your brain chemistry in real time. It slows your brain with GABA, spikes dopamine to make you feel unstoppable, and blocks glutamate so you can't form memories. That mix explains everything from slurred speech to blackouts … and brutal hangovers.

How seizures (potentially) alter consciousness

Seizures occur when intense electrical activity floods the brain, prompting significant loss of self-control and a variety of sensory disruptions and hallucinations. Cultures interpret the episodes differently, with many contemporary norms viewing them as negative while others characterize them as intense spiritual occasions. Author Fyodor Dostoyevsky viewed his seizures this way, as well as cultures in Mongolia, some Shamanic indigenous religions, and others.

After 25 people used virtual reality headsets to practice flying with virtual wings—flapping their arms—their visual cortex responded to the wings almost as if they were real arms, treating them as body parts.

The Dracula character, now seen as the vampire archetype, was inspired by a seafood-induced nightmare its creator experienced.

Crows are believed to have intelligence on par with a seven-year-old child and demonstrate complex behaviors, from problem-solving with tools to recognizing human faces.

In recent years a child anxiety expert has created and tested a novel phobia and anxiety treatment approach for children, focused on changing how parents respond to the fears.

Learn how your body is, scientifically, like a firework with its own slow, controlled burn.

A Yale student wrote a profound essay about the consulting industry's influence on elite college students that was published in a book of her writing after she died in a post-graduation car accident.

Salvador Dalí believed he was his own dead brother, who had died nine months before he was born

When you complete a CAPTCHA on a website to prove you are human, you may be unknowingly training algorithms for self-driving cars, whose systems require training data to help identify crosswalks, bicycles, and other outdoor objects.

Chaos theory—informally known as the butterfly effect—is the reason why weather forecasts are presented with probabilities rather than certainties.

Use this calculator to find the dollar value of your mental load, from meal planning to coordinating after-school care for your children.

Netflix profits when you're not watching, and its movies are designed that way—read a detail-rich critical essay exposing lesser-known Netflix takes

Play the role of a student in a game where you try to navigate college and remain debt-free, selecting different income levels, high school experience, race, ethnicity, and more.

According to the physics of black holes, our 4D reality may be a hologram—a projection of information coded on a 2D surface on the edge of the universe.

Explore an interactive map built from more than 100,000 survey responses on where people find joy in their lives

The first steps to rebuilding your credit score include getting to know exactly what's on your credit report and figuring out how far you are from the '700 club,' or 'good score' range.

The Brothers Grimm were lawyers before they were storytellers, but became interested in fairy tales as they began investigating how rules and customs had been passed down through cultures.

Some Pokémon have been named after real and fictional organisms, while some real-world species have been named after Pokémon, such as Chilicola charizard and Binburrum zapdos.

An investigation suggests a Scottish island became awash in forever chemicals via seafoam and seaspray—raising questions about what that means for the safety of other coastal areas.

Learn how monoclonal antibodies, which mimic the body's antibodies, can fight diseases like Ebola.

One disco producer saw 'Star Wars' four times on its opening weekend and was so inspired that he recorded the album 'Star Wars and Other Intergalactic Funk,' which produced a chart-topping single.

Many legends about George Washington, including his supposed wooden teeth and the story of cutting down the cherry tree, lack evidence.

Georgia O'Keeffe's flower paintings are often assumed to be sexual, though the artist claimed she was simply interested in highlighting the beauty of flowers that most people neglect