The study of brain function is one of the most fascinating pursuits of m- ern science. Functional neuroimaging is an important component of much of the current research in cognitive, clinical, and social psychology. The exci- ment of studying the brain is recognized in both the popular press and the scienti?c community. In the pages of mainstream publications, including The New York Times and Wired, readers can learn about cutting-edge research into topics such as understanding how customers react to products and - vertisements ("If your brain has a 'buy button, ' what pushes it?," The New...