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it is very easy to predict what Hollywood studios will make of these researches, whatever their initial purpose was. They will use them to optimize trailers and films so that they can generate the ‘optimum’ effect on the brains of the audience. They already do so, but through approximate methods, such as asking a test audience to explain what they experienced when watching a movie (technique used for Harry Potter films). Hollywood studios have always been obsessed in controlling their audience, for economic reasons, or American propaganda. It is very frightening to think of what they will do with this new technique.

The problem lies more in education and the audience’s capacity to remain critical

My father would have been unable to “teach to the test.” He once complained about errors in a sixth-grade math textbook, so he had the class learn math by designing a spaceship. My father would have been spat out by today’s test-driven educational regime.

A career in computer science makes you see the world in its terms. You start to see money as a form of information display instead of as a store of value. Money flows are the computational output of a lot of people planning, promising, evaluating, hedging and scheming, and those behaviors start to look like a set of algorithms. You start to see the weather as a computer processing bits tweaked by the sun, and gravity as a cosmic calculation that keeps events in time and space consistent. This way of seeing is becoming ever more common as people have experiences with computers. While it has its glorious moments, the computational perspective can at times be uniquely unromantic. Nothing kills music for me as much as having some algorithm calculate what music I will want to hear. That seems to miss the whole point. Inventing your musical taste is the point, isn’t it? Bringing computers into the middle of that is like paying someone to program a robot to have sex on your behalf so you don’t have to. And yet it seems we benefit from shining an objectifying digital light to disinfect our funky, lying selves once in a while. It’s heartless to have music chosen by digital algorithms. But at least there are fewer people held hostage to the tastes of bad radio D.J.’s than there once were. The trick is being ambidextrous, holding one hand to the heart while counting on the digits of the other.

The future of education in the digital age will be determined by our judgment of which aspects of the information we pass between generations can be represented in computers at all. If we try to represent something digitally when we actually can’t, we kill the romance and make some aspect of the human condition newly bland and absurd. If we romanticize information that shouldn’t be shielded from harsh calculations, we’ll suffer bad teachers and D.J.’s and their wares.

"neuromarketing"

Currently there are three methodologies covered under the term neuromarketing: functional MRI, measuring skin temperature fluctuations, and utilizing Electroencephalography (EEG), which is the main technology currently used.

there has been little neuromarketing research published in peer-reviewed scientific journals, and there are too few publicly accessible data sets from controlled studies to demonstrate conclusively that buying behavior can be correlated with specific brain activity. "The major neuromarketing firms say that their client work demonstrates this, but none of this has been published in a way that the scientific community can critique it,"

rather than making us smarter, mobile devices reduce our cognitive ability in measurable ways

“There’s lots of evidence showing that the information you learn on a digital device, doesn’t get retained very well and isn’t transferred across to the real world,”

“You’re also quickly conditioned to attend to lots of attention-grabbing signals, beeps and buzzes, so you jump from one task to the other and you don’t concentrate.”