Marketers have turned to the new field for insight (see: " In Search Of The Buy Button"), and such experiments could even shed light on mental illness.

FORBES: Magazine Article

He and 42 fellow researchers are pioneering a radical technology to shine a bright light on the cellular causes of mental illness.

FORBES: Magazine Article

Still, the results are expected to shed light on the sometimes subtle differences in effectiveness and side effects among various treatments for schizophrenia, a disabling mental illness marked by hallucinations, delusions and numbed emotions.

FORBES: A Sea Change For Schizophrenia Treatment?