Dr. Marco Iacoboni, right, works with post-doctoral research assistant Jonas Kaplan as they view magnetic resonance imaging scans of a volunteer's brain at the University of California in Los Angeles, Tuesday, Oct. 26, 2004. This election season some scientists have been tinkering with MRI technology on behalf of political consultants, who are begging for better methods than focus groups and polls as they craft their messages. Their goal cut straight to how voters think, without even having to ask them. (AP Photo/Reed Saxon)

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