Fanbois treat criticism of favorite brands as threat to self-image: "Fanbois" exist for every brand, but some seem to be more emotionally committed than others. A study appearing in the Journal of Consumer Psychology says that when people view their favorite brands as extensions of themselves, their self esteem suffers when there's bad news.
Bottlenecks in the brain limit our ability to multitask : New research shows that certain areas in our brain serve as bottlenecks that can limit very different cognitive processes.
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