Researchers uncovered how shifting levels of a brain protein called KCC2 can reshape the way cues become linked with rewards, sometimes making habits form more quickly or more powerfully than expected ...

Also known as 'incremental' or 'idle' games, the name betrays certain expectations: click your mouse, get a tiny reward, and repeat until you can make the process more efficient and lucrative. Once ...

As we head into the new year, the age of experimentation is giving way to the age of execution. The past few years have been about “Can we do it?” – generative AI, the decline of cookies, retail media ...