Enough with the turkey, you're thinking. Let's get right to the real point of this American holiday: shopping!

First, check out how neuromarketers are using science to manipulate your behavior. You might not want to spend a dime. Thousands of people celebrate Buy Nothing Day (#occupyxmas on Twitter) on Black Friday, the day after Thanksgiving. You'd hardly be alone!

Neuromarketing puts the "yikes!" in market research. This upstanding professional activity used to be about, like, calling people on the phone and asking what products they liked or what songs they listened to.* Maybe putting them in an observed Quality Assurance room and seeing if they could wend their way through your most recent attempt at an "intuitive" user interface.

NeuroFocus in Berkeley gathered successful advertisements and reverse-engineered them, generating algorithms that had the potential to predict consumer behavior. Now in the company's headquarters, neurophysiologists connect electrodes to a consumer who's agreed to come into their lab. An eye tracking device and skin conductors keep track of what really happens when you watch an advertisement.