"If you wear the jersey of your favorite team, your brain associates the colors and the logo with the good feelings of watching a game. The rational part of your brain might tell you that you wear the team jersey because you look good in those colors, or you support the team."
This reinforces what I've been told about how people buy stuff (from a sales person). People make their decision first based on emotion then later back that up with rational thought.
"Man is not a rational animal, he is a rationalizing animal" - Heinlein
There was me, that is Alex, and my three droogs, that is Pete, Georgie, and Dim, and we sat in the Korova Milkbar trying to make up our rassoodocks what to do with the evening.
I was disappointed there was no actual robot in the article.
I hoped he would be talking about a Moist-von-Lipwig robot.