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A new theory for what’s happening in the brain when something looks familiar This novel concept from the lab of neuroscientist Nicole Rust brings the field one step closer to understanding how memory functions. Long-term, it could have implications for treating memory-impairing diseases like Alzheimer’s. How can the brain distinguish between something new and something familiar? Research from the Visual Memory Lab led by Nicole Rust has a new theory, replacing one long-held by the field. (Image: Julia Kuhl) When a person views a familiar image, even having seen it just once before for a few seconds, something unique happens in the human brain.

Vahid mehrpourEero simoncelliTravis meyerDepartment of psychologyMemory labNational science foundationProceedings of the national academy sciencesUniversity of pennsylvaniaSimons foundationYork universityHoward hughes medical instituteNational academyNew york universityNicole rustNational eye instituteNational institutes