In the way Bob Marley once sang about what constituted a "pimper's paradise," this lecture by Brian Knutson (an Associate Professor of Psychology and Neuroscience at Stanford University) is about what constitutes a retailer's paradise:

With the emerging science of neuroeconomics, a retailer will have access to your soul and see if you have it in mind to buy something or not. The retailer will know before you even know. Indeed, in the way a lie detector makes your own body an enemy, this science will transform your own mind into a traitor. The consumer will have no secrets, no surprises. This will be a dream come true for the likes of Wal-Mart.