Moran Cerf is a neuroscientist studying how conscious percepts are formed in our brains. He records the activity of individual nerve cells directly from the brains of patients undergoing neurosurgery. These patients are implanted with electrodes deep inside their brains for clinical purposes. Following the implantation, Cerf is able to use the implanted electrodes to study the ways by which thoughts and memories are registered.
Emily Falk is an Associate Professor of Communication at the University of Pennsylvania’s Annenberg School for Communication. She utilizes a variety of methods drawn from communication science, neuroscience and psychology. Her research shows how brain activity can be used to predict behavior change in response to persuasive messages as well as what makes successful ideas spread (e.g. through social networks and cultures).