If you can position your product, brand, idea, candidate or cause as a moral consideration – and it’s remarkably easy – your audience will potentially commit more deeply.

Brands are constantly looking for new ways to connect with their Millennial audience. From tweeting branded emojis, to adopting memes, to using the term “on fleek,” brands are positioning themselves as Millennial worthy. But their desire for connection may, at times, push them further away from the very audience they are trying to reach.

Since logic has its limits, we like to look at some of the forces that transcend it, such as the subconscious workings of the human brain. Here are three interesting examples of these mysterious mechanisms.

So with all those trips to the restaurant and with all that variety and choice of restaurants out there – high end to low end, fast food to fast casual – what makes one restaurant more personally relevant than another restaurant?

Researchers are peeking into the human brain with ever-growing interest to see how different kinds of social media content engage different parts of the brain and trigger an action. But is it ethical?