Molly Crockett: Beware neuro-bunk | Video on TED.com - 0 views
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the insula, a region they say is linked to feelings of love and compassion. So they concluded that because they saw activation in the insula, this meant the subjects loved their iPhones. Now there's just one problem with this line of reasoning, and that's that the insula does a lot. Sure, it is involved in positive emotions like love and compassion, but it's also involved in tons of other processes, like memory, language, attention, even anger, disgust and pain.
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You've probably heard of it. So, Dr. Love bases his argument on studies showing that when you boost people's oxytocin, this increases their trust, empathy and cooperation. So he's calling oxytocin "the moral molecule."
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Trial or no trial, these claims are front and center on their label right next to a picture of a brain. And it turns out that pictures of brains have special properties. A couple of researchers asked a few hundred people to read a scientific article. For half the people, the article included a brain image, and for the other half, it was the same article but it didn't have a brain image. At the end — you see where this is going — people were asked whether they agreed with the conclusions of the article. So this is how much people agree with the conclusions with no image. And this is how much they agree with the same article that did include a brain image. So the take-home message here is, do you want to sell it? Put a brain on it.
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So what I'm going to do is show you how to spot a couple of classic moves, dead giveaways, really, for what's variously been called neuro-bunk, neuro-bollocks, or, my personal favorite, neuro-flapdoodle.
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Now these studies are scientifically valid, and they've been replicated, but they're not the whole story. Other studies have shown that boosting oxytocin increases envy. It increases gloating. Oxytocin can bias people to favor their own group at the expense of other groups. And in some cases, oxytocin can even decrease cooperation.
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We haven't found a "buy" button inside the brain, we can't tell whether someone is lying or in love just by looking at their brain scans, and we can't turn sinners into saints with hormones. Maybe someday we will, but until then, we have to be careful that we don't let overblown claims detract resources and attention away from the real science that's playing a much longer game.
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Ask the tough questions. Ask to see the evidence. Ask for the part of the story that's not being told. The answers shouldn't be simple, because the brain isn't simple. But that's not stopping us from trying to figure it out anyway.