"People's decisions on where to shop is based on 'what will people think of me if they see me shopping there', " says Paul Buckley, lecturer in marketing and consumer psychology at the University of Wales Institute.

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Most marketing techniques exploit human psychology but their delivery is a function of the available technology.

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They had already designed their own sports adverts for TV, having analysed use of camera, psychology, marketing and history.

BBC: Bringing on the brightest

" Armed with knowledge of "the formulas, the psychology, and the marketing" that these food engineers employ to persuade us, "we, ultimately, have the power to make choices.

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