Why we’re living in an era of neuroscience hype

Do you want to be more successful? Happier? More intelligent? Don’t despair. The answer, we’re told, is right in front of your nose—or rather, right behind it. It’s your own brain. Thanks to neuroscience, you can hack your gray matter. According to the sales pitch, almost anything is possible, if you can master your brain—and if you can afford to buy the products that promise to help you do that. But how many of these neuroproducts are neurobullshit? And what makes neuroscience so attractive to people with something to sell? I’m a neuroscientist who has been blogging about the brain for the past eight years. Over this time I’ve noticed a steady increase in the number of neuroscience-themed commercial products. There are brain pills to optimize your mental focus. There…


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