The Armchair Neuroscientist
It's natural to view news items and blog posts about the brain as authoritative. We need to talk about what we're talking about when we talk about "the brain".
Before we fully launch into this post, take a look at this headline in The Telegraph:
Facebook Home could change our brains
If your BS-radar sounded even just a little, you'll enjoy this.

Amazing, right? We can see what the brain is doing millisecond-by-millisecond!
However, you might want to pause before you Like, Retweet, or Reblog this GIF. I came across it myself on Twitter. The content of the tweet, which I paraphrased below, served as a sort of caption for what the image represented:
"what your brain looks like when you encounter something interesting"
"This describes the brain and what’s happening."
"Whole-brain functional imaging at cellular resolution using light-sheet microscopy"
Um, okay. Suddenly this amazing, entertaining illustration of the brain has become much less accessible. Why? To answer this question, we need to talk about what we talk about when we talk about the brain.
Skepticism is academic
Before moving into the tech world, I studied Cognitive Science in college and worked for a year as a Research Technician at an Auditory Neuroscience Lab. While I'd like to think that the knowledge I acquired during those years qualifies me to discuss how concepts from neuroscience have been mangled in consumer media, it's not the case. Actually, it's the brand of skepticism I adopted while a student of the brain (and a science undergrad) rather than any particular facts that even qualifies me to write this post.
The topic of my senior-year seminar course was Modularity. Roughly speaking, "modularity" is the theory that areas of the brain do certain things. Independent of the real academic evidence supporting it, this theory lends itself well to a laymen's understanding of the brain, as it mirrors the way non-experts can still classify parts of complex machines. You can look at a computer and accurately say that the disk drive stores data in the long-term information, and that the monitor displays information for input and output. That is truly what these things do.

Let's run through a few topics on the brain that are oft-cited in media and yet aren't as useful or true as you might think.
fMRI (or, when brains light up)
Take the two images below — the fMRI illustration from earlier in this post and an image titled "Embryonic Stars Emerge from Interstellar 'Eggs'", via NASA:

What do these two images have in common?
- They never actually look like that in reality. In both cases, they've been massively color-enhanced to bring out detail.
- They'd be far less tweetable if the images were left in their raw form.
fMRI is an amazing and instructive technology, but it also has the benefit of looking totally awesome. And to the layman, it's grossly misleading. If the fMRI above is really "what the brain looks like when something interesting happens", can you guess what it looks like when someone sneezes? Or when someone yawns because nothing interesting is happening? Hint: It would be pretty indistinguishable from any other fMRI you've seen.
Dopamine and "The Pleasure Center"
"When they were shown pictures of their favourite foods, such as cake, a surge of the reward chemical dopamine hit the decision-making area of the brain called the orbital frontal cortex — the same section activated when cocaine addicts are shown a bag of the Class A drug".
Left-brained/Right-brained

"A person who is 'left-brained' is often said to be more logical, analytical and objective, while a person who is 'right-brained' is said to be more intuitive, thoughtful and subjective
Neuropsychology, Neuroeconomics, and why "my brain made me do it"
While we're on the topic of left-and-right, wouldn't it be neat if neuroscience could tell us why one person votes Democrat while another votes Republican?
But then again, you may want to ask why are you looking to neuroscience to answer these questions in the first place.
Why do you need to know?
Let's run through some of the popular misconceptions in this post:
- fMRI's are less revealing than they appear to be
- It's only sorta, kinda accurate to call the flow of dopamine "the pleasure center of the brain"
- People can't be classified at gross neuroanatomical levels (left brain/right brain)
- Neuropsychology and neuroeconomics is still a fledgling, turbulent field — not the kind on which you'd like to base any conclusions
Does this mean that we should automatically dismiss any consumer media that invokes facts or ideas about the brain? I don't think so. The dopamine example in particular provides a useful metaphor through which you might be able to problem solve. A product creator might benefit from analyzing consumption of his product as if it obeyed the same dynamics which govern the consumption of junk food or addictive drugs.
I emphasize "as if" because in the end, it doesn't really matter if dopamine secretion has anything to do with the solution you're looking for. The dopamine metaphor might just help frame the matter.
Where you might go wrong, however, is trusting one source over another merely because it invokes the word "brain" or the prefix "neuro". Findings from neuroscience certainly distinguish themselves from armchair psychology, or even real, academic psychology. After all, isn't the brain the ultimate arbiter of what people do?
In nearly every industry that you can sell in...you're going to have to deal with customers that neuroscientists have labeled as "tightwads". Don't worry, it's not an insulting term. It has to deal with how much "buying pain" these people receive versus the average consumer. Considering the fact that neuroscientists have labeled our spending habits as, literally, "spend 'til it hurts," it's important to understand what makes these customers respond the way they do. According to research... (emphasis mine)
All in all, neuroscience holds endless promise to help us improve our lives and help us understand our world. But when you come across an appeal to "brain science" in popular media, you may just want to ask: What the heck does a brain have to do with it?
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