Predicting the Future

A recent study published in the Journal of Neuroscience shows that activity in the medial prefrontal cortex can predict behavior more accurately than the individuals themselves.  Participants in the study listened to public service announcements on the benefits of sunscreen while their brains were scanned in an fMRI machine.  The participants were asked whether or…

Evidence Matters

I had two recent experiences that had me wondering about the importance of evidence in marketing of products. The first experience was in the checkout line at the local grocery store.  There was a display of “Neuro” branded products, e.g., Neuro Gasm, Neuro Bliss, Neuro Sleep.  These products are bit of a mixture of science,…

Tinnitus: A Special Example of a Failure Mode for your Plastic Brain

Ed. Note: this article originally appeared on Dr. Merzenich’s blog On The Brain on June 13, 2009. Millions of individuals (2% of humankind) are plagued by continuous sounds generated in their skulls, not coming from the real world. Because these ringing or roaring sounds are inescapable and because they strongly influence emotional-control processes in the brain, they…