When buyers choose a brand they really care about, neural activity suggests that they are making an emotional choice based on past experience, says Steven P.

FORBES: On The Cover/Top Stories

The Iraqis are talking to all their neighbors so that the U.S. had to make a choice whether to isolate itself from all this activity or to become part of it.

NPR: President Bush Airs His Ideas About Iraq and Iran

Three that appear critical include how competent a person feels, whether he or she feels they have some control or choice in the matter and, for many, whether the activity fosters social relatedness, says Sarah Ullrich-French, a professor in kinesiology at Washington State University in Pullman, Wash.

WSJ: Hard-Wired to Hate Exercise?

The choice to play a game about known risks is not the same as a choice made when material information was intentionally kept from you from the entity that enticed you into the activity.

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