But the mice also developed the psychological aspects of the disease.

ECONOMIST: Neuroscience (1)

Raising awareness and educating the public with materials that take psychological and sociological aspects into consideration is essential.

UNESCO: Social and Human Sciences

Last month 49, 000 consumers self-selected among 598 brands in 83 diverse categories in which they are customers, and assessed brands based on an independently-validated technique that fuses rational and emotional aspects of the categories, using a combination of psychological inquiry and higher-order statistical analyses.

FORBES: Customer Loyalty Engagement Index 2012 Commandment: Delight Thy Customer

Among some of the bill's unappealing aspects: Voting for the bailout means renouncing the psychological architecture of the free market's system of risks and rewards, securing the personal portfolios of predator-class financial professionals and paralyzing the government with debt and deficit for another generation or two.

NPR: Katrina's Unlearned Lessons Leave Financial Mess

Beyond the technical and creative aspects of the startup journey, founders are challenged to meet the psychological expectations of numerous potential participants in their enterprise if they are to be successful.

FORBES: You're Uninvestable, You Don't Follow The Rules