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For instance, Merck and Pfizer spent years trying to develop drugs that worked on a mysterious brain chemical called substance P.
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The Crash Reel (Jan. 23, 8:15 p.m. at Wheeler Opera House) is an HBO documentary about the traumatic brain injury and recovery of snowboarder Kevin Pearce after his horrific crash while training for the 2010 Winter Olympics.
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Read Montague, a neuroscientist at Baylor College of Medicine in Houston, has demonstrated that subjects' brains register a preference for Coke or Pepsi that correlates with the product they choose in blind taste tests. (His study is not funded by the cola giants.) The brain of "Subject P" on the monitor in the Human Neuroimaging Lab, for instance, shows he is a Pepsi lover.
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