This is another demonstration of how the public relations business is morphing even more so into a science of behavior, technology and communications.

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And human behavior is far from an exact science.

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Medicine is essentially starting to move from the traditional guesswork format to a science based on understanding and modeling the molecular behavior of the organic world.

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And more recently, advances in brain science have given us the beginnings of a true understanding of this essential piece of human behavior.

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Physical activity is a learned behavior, says one of the competition's judges, Avery Faigenbaum, a professor of health and exercise science at The College of New Jersey.

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"There are many occasions in which anonymity is a perfectly acceptable and, in fact, morally responsible form of behavior, and the protection of anonymity is a moral requirement, " said Rachelle Hollander, director of the National Science Foundation's (NSF) Societal Dimensions of Engineering, Science and Technology Program, which funded the project.

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