Dr. Peter Venkman reporting:

Subjects were wired up and given the chance to shock themselves during the thinking period if they desired. They'd all had a chance to try out the device to see how painful it was. And yet, even among those who said they would pay money not to feel the shock again, a quarter of the women and two thirds of the men gave themselves a zap when left with their own thoughts. (One outlier pressed the button 190 times in the 15 minutes.) Commenting on the sudden appeal of electricity coursing through one's body, Wilson said, "I'm still just puzzled by that."

Previously, previously, previously, previously.