A very cool article on how the brain processes signals and discriminates between what is “cool” and what is “uncool.” I still find it a little hard to believe CalTech had to use a $2.5 million MRI to determine Patrick Swayze is “very uncool” – but, what the hey, it’s LA.

Thanks to Gari Cruze at AdBlather for the tip.

Searching for the “Why” of Buy

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