When buyers choose a brand they really care about, neural activity suggests that they are making an emotional choice based on past experience, says Steven P.

FORBES: On The Cover/Top Stories

In part because of the pretexting experience, H-P's board conducted lengthy discussions over the summer on how to disclose Ms. Fisher's allegations, even before the board decided to dismiss Mr. Hurd, the Journal has reported.

WSJ: SEC Probe Examines Hurd Exit From H-P

After a few months without regular social contact, however, his experience proved no different from that of the P.

NEWYORKER: Hellhole