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...that paper argued, going with what you know isn't inescapable. Brain-scan studies indicate that choosing among items is a two-step process, with the first being a subconscious decision whether to rely on the recognition principle. But you can also deliberately opt out. Why is it that you always buy Crest? you might ask yourself. It's not such a crazy question in a consumer culture in which we often know brands simply because advertisers want...

Author: /time Magazine | Title: Why We Buy the Products We Buy | 8/16/2007 | See Source »

...There is a very large gap between recognizing how addiction looks on a brain scan and developing therapies that are effective enough to safely abolish addictive behavior. Once a safe and effective candidate drug is discovered, a minimum of five years is needed before the Food and Drug Administration can deem it safe to administer to millions of addicts. We are at least a decade away from even starting such trials. Addiction is a side effect of the positive evolutionary pressures to respond to pleasurable stimuli by seeking repeat stimulation. Alcoholics Anonymous is one form of therapy that...

Author: /time Magazine | Title: Inbox | 8/2/2007 | See Source »

...happening in Queensland's clouds before, during and after materials like silver iodide and salt are sprayed into them from planes. Working in tandem with other ground radars and forecasting equipment, the technology will be able to do a three-dimensional reading of the atmosphere - similar to a body scan. Not only will this mean better information about when conditions are right to send the seeding planes, but it will enable scientists to "watch" how the water and ice particles in the cloud are affected by the chemical. "This has not been done in any program anywhere in the world...

Author: /time Magazine | Title: Making Rain | 8/2/2007 | See Source »

...analyze what's happening in the regions' clouds before, during and after silver iodide "seeds" are sprayed into them from planes. Working in tandem with other ground radars and forecasting equipment, the technology will be able to take a 3-D read of the atmosphere similar to a body scan. Not only will this mean better information about when conditions are right to send the seeding planes, but they will enable scientists to "watch" how the water and ice particles in the cloud are affected by the chemical. "This has not been done in any program anywhere in the world...

Author: /time Magazine | Title: Australia's Desperate Rain Dance | 7/20/2007 | See Source »

There is a very large gap between recognizing how addiction looks on a brain scan and developing therapies that are effective enough to safely abolish addictive behavior. Brain scans will someday lead to improved therapy, but not for many years to come...

Author: /time Magazine | Title: Inbox: Jul. 30, 2007 | 7/19/2007 | See Source »

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