We are committed to the highest level of ethical behavior in conducting our work. We are determined to be diligent in carving out a new field, and being a leader and advocate in ensuring the best interests of our subjects, the public, and our clients. We strive to adhere to the same standards for protecting subjects that are used by peer-reviewed journals. In the very first study we undertook, we partnered with leading scholars who will publish results in public academic journals. We believe that wide dissemination about how people make decisions will empower all concerned; both consumers and purveyors of information. Such information, freely discussed in a democracy, will allow us to understand better how marketing is affecting us. We hope to discredit manipulation, promote communication, and help illuminate a process that fundamentally shapes the lives of human beings.