GSK189254A is primarily utilized in research settings as a selective antagonist for the H3 receptor, which plays a significant role in modulating neurotransmitter release in the central nervous system. Its application is crucial in studying the physiological and pathological roles of histamine H3 receptors, particularly in neurological disorders such as Alzheimer's disease, schizophrenia, and narcolepsy. Researchers employ this compound to explore potential therapeutic strategies targeting cognitive enhancement, wakefulness, and the regulation of sleep-wake cycles. Additionally, GSK189254A is used in preclinical studies to investigate its effects on attention, memory, and learning processes, providing valuable insights into the development of novel treatments for cognitive impairments.