It remains of interest how all is still remaining centred around design and Brand, where the subject content is all about what is material and tangible.
Neuroplasticity, as a result of environmental impact on the Amygdala can't be discounted, and especially how each individual is absolutely unique in how environment influences their overall person and steers them in relation to choices being made.
Obviously some choices do have a associated cost, if wanted to be maintained as an experience and continued influence.