Paul Zimmet, director of the International Diabetes Institute at Monash University in Melbourne, reviewed the Deakin research for Eiffel.

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"People who are more likely to purchase a product show significantly higher memory encoding than those who are less likely, " explains Richard Silberstein, a neuroscientist with the Brain Sciences Institute at the Swinburne University of Technology in Melbourne, Australia.

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Mr. Berg is a fellow at the Institute of Public Affairs in Melbourne, Australia.

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