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The world is a dazzling array of people, objects, sounds, smells and events: far too much for us to fully experience at any moment. So our attention may automatically be snagged by something startling, such as a slamming door, or we may deliberately focus on something that is important to us right then, such as locating our child among the happily screaming hordes on the school playground. We also know that people are hard-wired to seek out and pay attention to things that are rewarding, such as food when we are hungry, or water when we are thirsty

Chicago mayoral candidate Rahm Emanuel is offering a reward if the person behind a fake Twitter account poking fun at him comes forward. Emanuel says he'll donate $2,500 to the charity of choice for the author of @mayoremanuel, a hilarious send up of the former White House chief of staff's campaign travails that comes complete with all the expletives in his arsenal.

A Harvard University study built around an innovative economic game indicates that, at least for our younger selves, the desire for equity often trumps the urge to maximize rewards.

"CEOs are sometimes rewarded for taking excessive risks - a practice that helped fuel the recent recession but could be altered if companies are more strategic in how they compensate their chief executives, a Michigan State University scholar argues in a new study."

The Grocer recently published its Top 100 advertisers report and showed that Coca-Cola cut ad spend by 6.6% in 2010 and invested more in social media. A spokeswoman at Coca-Cola said that while TV is still an important medium from promoting their brands,"many of our recent advertising campaigns and promotions have also utilised online facilities such as Facebook and YouTube more". With the launch of Coke Zone, a social media oriented site which offers Coke drinkers access to exclusive content and rewards, Coca-Cola has clearly realised the value of integrating offline and online marketing.