A group of scientists has hit upon an ingenious way to get funding for their research: “they have identified the brain region that becomes active as the shopper reaches to the supermarket shelf to make their final choice.” Seriously, though, these researchers from the U.K. have been using magnetic encephalography to identify the regions of the brain that are active when people make their shopping choices. These regions may be used in more important life decisions as well. But it’s not surprising to me that they picked an experiment that is likely to cause some interest among industries that can generate money from their findings. Will they one day discover how to turn every shopping choice into a “no brainer” decision?