Now they are snapping up copies of "A Memory of Light" to see if the climax can live up to decades of expectations.

WSJ: A Last Turn for Wheel

In a recent shopping study conducted by the Open University in Milton Keynes, U.K. and the London Business School, scientists found that when shoppers are asked to make a choice among common and closely related items in a grocery-store-like setting, the areas of the brain involved in memory light up like a July 4th nighttime sky.

FORBES: On The Cover/Top Stories

In a recent shopping study conducted by the Open University in Milton Keynes, U.K., and the London Business School, scientists found that when shoppers are asked to make a choice among common and closely related items in a grocery-store-like setting, the areas of the brain involved in memory light up like a nighttime sky filled with fireworks.

FORBES: On The Cover/Top Stories