Cool, like love and trust, is an emotion that is processed in our deeper non-conscious thinking.

FORBES: A Breakthrough In Measuring Cool

In recent years, there have been numerous books published that show how our behavior is governed by non-conscious drivers.

FORBES: Why So Much Market Research Sucks

We are also conscious that non-combatants were killed and injured as a consequence of some of our actions.

BBC: IRA statements in full

But McGowan said it is a non-partisan site and very conscious that it not be seen as just another blog.

WSJ: NY-based InsideClimate News wins Pulitzer

And for PIMCO the ETF offers new ways to build the fund by attracting more price-conscious investors and opening it up to non-Americans, who cannot buy mutual funds in the United States.

ECONOMIST: PIMCO��s new exchange-traded fund

Non-Muslim scholars, too, see signs of a conscious, but not wholly successful, effort to settle on a definitive form.

ECONOMIST: Muslims and the Koran