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Reading John Medina’s ‘Brain Rules‘ on vacation (how this book has escaped me so long, I don’t know), I was fascinated how he went in to some detail about how the brain stores and maps our experiences. According to Medina, each of us creates a unique map of our experiences – so much so that a neurosurgeon working on identical twins brains would not be able to make an inference about the patterns in one twins brain given the structure of the other. Even if these two ‘identical’ people had witnessed the same event, the processing of this new information would have been different – the angle of the view, the distractions in peripheral vision, the previous experiences which each twin had – context is everything.

contending that the social benefits of deterring underage drinking outweighed the loss of revenue.

proliferation of such advertising increases the likelihood of underage drinking.