Chemistry.com, for instance, promises to match people based on their neurochemical profiles, while eHarmony.com attempts to measure applicants on 29 dimensions of personality.

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So important is pattern recognition to our survival, when we correctly recognize a pattern, the brain gives us a squirt of the neurochemical dopamine.

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Such neurochemical work, though preliminary, may tie in with scanning studies conducted to try to find out which parts of the brain are involved in religious experience.

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Ilgauskas leaned toward the table, eyes swimming with neurochemical life.

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Scientists argue the more someone like Clooney appears--be it on television, on film or in tabloid spreads--the more his image begins to wear a neurochemical groove on our brain.

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Yawning can be triggered by the hormone oxytocin which is released in the brain during empathetic actions like touching, kissing or cooperating, and which triggers a release of dopamine, a feel-good neurochemical.

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"In the not-too-distant future, firms will be able to tell precisely if an advertising campaign or product redesign triggers the brain activity and neurochemical release associated with memory and action, " predicts James Bailey, professor of organizational behavior at George Washington University.

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