Can Your Friends Bribe You to Get Healthy? Neuroscience Says Yes 

Xconomy excerpt

Lurking right behind HealthRally’s cheerful Web interface, 
there’s a complex recipe that draws on lessons from neuroscience and behavioral economics
 to keep users and their teams of supporters inspired. 
The co-founder of the company is Zack Lynch, 
who’s something of a celebrity in the world of business and neuroscience; 
he’s the executive director of a Washington, D.C. lobbying group called the Neurotechnology Industry Organization,
 the co-founder of a market research firm called Neuroinsights, and the co-author of The Neuro Revolution, 
a book about advances in brain science and their implications for 
law, economics, marketing, art, religion, and even warfare.

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