Electrodes attached to the brain of a host "encoder" rat in Brazil processed the motor-oriented mental activity for a desired behavior, such as pressing a lever on cue, and converted it into a signal that was then received by a "decoder" rat as far away as Duke's US campus.

ENGADGET

Richard Thaler and Cass Sunstein have made a convincing case about the importance of nudging behavior towards desired ends.

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Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common.

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