Interconnectivity is not the same as enlightenment
David Penn
'No, I haven't got a bloody brain scanner.' Talk about brain science (as I frequently do) and, at some point, someone will ask you if you have a brain scanner. I guess it's a natural association to make, but it's also one that blights any sensible discussion about the real benefits of neuroscience for marketing and advertising. It stems from a misguided impression about brain science, because 'sticking their heads in a scanner' is not, in my view, the logical out-come of brain science. So where does the misconception come from?...