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Part 1 of a 4-part series examining what happens when science is used for marketing (using brain-training software as the central example). Almost all of the programs that tout their ability to train your brain are limited in scope. Most train your ability to perform simple cognitive tasks by having you perform them repeatedly, often adapting the difficulty of the task over time to keep it challenging. Some determine which tasks you perform well and which need improvement and adjust the tasks based on your ongoing performance. The simplest ones, though, simply track how much you improve and inform you that such improvements have made increased the fitness of your brain. Such task-specific training effects can be really useful-if you want to enhance your ability to do Sudoku, by all means practice doing Sudoku. But what pitches for those programs regularly imply is that playing their videogame or using their training will enhance your ability to do other tasks that weren't specifically trained. For example, this advertisement for Nintendo's Brain Age implies that by using their game, you will be better able to remember your friend's name when you meet him on the street. The idea that playing games can improve your brain is pervasive, and it taps what Chris Chabris and I have called the "illusion of potential." A common myth of the mind is that we have vast pools of untapped mental resources that can be released with relatively minimal effort. This common intuitive belief underlies the pervasive myth that we only use 10% of our brains, that listening to Mozart can increase our IQ [pdf], and even the belief that some people have "discovered" psychic abilities. We devote the last main chapter of The Invisible Gorilla to this belief and its ramifications, and we recently wrote a column for the NY Times discussing how popular self-help books like The Secret and The Power capitalize on this mistaken belief. The marketing for some brain training programs

"'The most beautiful experience we can have is the mysterious - the fundamental emotion which stands at the cradle of true art and true science.' "We live in a society absolutely dependent on science and technology," Carl Sagan famously quipped in 1994, "and yet have cleverly arranged things so that almost no one understands science and technology. That's a clear prescription for disaster." Little seems to have changed in the nearly two decades since, and although the government is now actively encouraging "citizen science," for many "citizens" the understanding of - let alone any agreement about - what science is and does remains meager. So, what exactly is science, what does it aspire to do, and why should we the people care? It seems like a simple question, but it's an infinitely complex one, the answer to which is ever elusive and contentious. Gathered here are several eloquent definitions that focus on science as process rather than product, whose conduit is curiosity rather than certainty."

"The only constant is change. It's the most basic fact of human existence. Nothing lasts, nothing stays the same. We feel it with each breath. From birth to the unknown moment of our passing, we ride a river of change. And yet, in spite of all evidence to the contrary, we exhaust ourselves in an endless search for solidity. We hunger for something that lasts, some idea or principle that rises above time and change. We hunger for certainty. That is a big problem. It might even be THE problem. Religions are often built around this heartache for certainty. In the face of sickness, loss and grief, a thousand dogmas with a thousand names have risen. Many profess that if only the faithful hold fast to the "rules," the "precepts" or the "doctrine" then certainty can be obtained. Fate and future can be fixed through promises of freedom from immediate suffering, divine favor or everlasting salvation. Scriptures are transformed into unwavering blueprints for an unchanging order. These documents must live beyond question lest the certainty they provide crumble. When human spiritual endeavor devolves into these white-knuckle forms of clinging they become monuments to the fear of change and uncertainty. It would be symmetrical if I could point to science as the pure antidote to the rigid rejection of uncertainty. Science, in the purest forms of its expression as a practice, holds to no doctrine other than that the world might be known. In the ceaseless pursuit of its own questioning path, science asks us to allow for ceaseless change in our ideas, beliefs and opinions. It's this aspect of science that I value more than any other. But science does not exist alone as practice. It's also a constellation of ideas that exist within culture and those ideas can gain value, in and of themselves, without connection to actual practice. In this way science becomes something more and less. For some people the idea of Science offers a trumped up certainty that yields its own false de

"Economics aspires to be a science. But in this it does not succeed. Neither does finance. This despite the fact that there is an annual, optimistically named Nobel Prize in "Economic Sciences." Financial crises keep happening-the list is long. Could they be avoided if economics and finance were science? To paraphrase financial observer James Grant: science is progressive, but finance is cyclical. But why should this be? Do we not learn from experience? Does economic knowledge not increase? And how about having computers, vast amounts of data and information, and new mathematical models to guide lending and investing decisions?"

"You probably think of Marcel Proust as the author of the massive seven-part autobiographical novel, "In Search of Lost Time." But did you know that Proust can also be considered a scientist? That's the argument that Jonah Lehrer makes in his book, "Proust Was A Neuroscientist." Next time on To the Best of Our Knowledge, Lehrer explains how Proust made discoveries about the human brain long before science did, as we explore the cultures of arts and science. Also... Richard Holmes on the discovery of the beauty and terror of science during the Romantic era."

"Lies, Damned Lies, and Medical Science Much of what medical researchers conclude in their studies is misleading, exaggerated, or flat-out wrong. So why are doctors-to a striking extent-still drawing upon misinformation in their everyday practice? Dr. John Ioannidis has spent his career challenging his peers by exposing their bad science."

""Every child is a scientist." Astrophysicist Neil deGrasse Tyson may well be the Richard Feynman of our day, a "Great Explainer" in his own right, having previously reflected on everything from the urgency of space exploration to the most humbling fact about the universe. In this short video, Tyson contributes a beautiful addition to this omnibus of notable definitions of science and explores subjects as diverse as the nature of originality and the future of artificial intelligence."

"The photographs of celebrities and models in fashion advertisements and magazines are routinely buffed with a helping of digital polish. The retouching can be slight - colors brightened, a stray hair put in place, a pimple healed. Or it can be drastic - shedding 10 or 20 pounds, adding a few inches in height and erasing all wrinkles and blemishes, done using Adobe's Photoshop software, the photo retoucher's magic wand. "Fix one thing, then another and pretty soon you end up with Barbie," said Hany Farid, a professor of computer science and a digital forensics expert at Dartmouth. And that is a problem, feminist legislators in France, Britain and Norway say, and they want digitally altered photos to be labeled. In June, the American Medical Association adopted a policy on body image and advertising that urged advertisers and others to "discourage the altering of photographs in a manner that could promote unrealistic expectations of appropriate body image." Dr. Farid said he became intrigued by the problem after reading about the photo-labeling proposals in Europe. Categorizing photos as either altered or not altered seemed too blunt an approach, he said. Dr. Farid and Eric Kee, a Ph.D. student in computer science at Dartmouth, are proposing a software tool for measuring how much fashion and beauty photos have been altered, a 1-to-5 scale that distinguishes the infinitesimal from the fantastic. Their research is being published this week in a scholarly journal, The Proceedings of the National Academy of Sciences. "

Can we trust the memory of court witnesses?

"In recent years popular science writing has bombarded us with titillating reports of discoveries of the brain's psychological prowess. Such reports invade even introductory patter in biology and psychology. We are told that the brain - or some area of it sees, decides, reasons, knows, emotes, is altruistic/egotistical, or wants to make love. For example, a recent article reports a researcher's "looking at love, quite literally, with the aid of an MRI machine." One wonders whether lovemaking is to occur between two brains, or between a brain and a human being. There are three things wrong with this talk."

"PSYCHOTHERAPY is having yet another identity crisis. It has manifested itself in two recent trends in the profession in America: the first involves trying to make therapy into more of a "hard science" by putting a new emphasis on measurable factors; the other is a growing belief among therapists that the standard practice of using talk therapy to discover traumas in a patient's past is not only unnecessary but can be injurious. That psychotherapists of various orientations find themselves under pressure to prove to themselves and to society that they are doing a hard-core science - which was a leading theme of the landmark Evolution of Psychotherapy Conference in California in December - is not really surprising. Given the prestige and trust the modern world gives to scientific standards, psychotherapists, who always have to measure themselves against the medical profession, are going to want to demonstrate that they, too, deal in the predictable; that they, too, can provide evidence for the value of what they do."

"One of the best aspects of science has always been its readiness to admit when it got something wrong. Theories are constantly being refigured, and new research frequently renders old ideas outdated or incomplete. But this hasn't stopped some discoveries from being hailed as important, game-changing accomplishments a bit prematurely. Even in a field as rigorous and detail-oriented as science, theories get busted, mistakes are made, and hoaxes are perpetrated. The following are ten of the most groundbreaking of these scientific discoveries that turned out to be resting on some questionable data. It is worth noting that most of these concepts are not necessarily "wrong" in the traditional sense; rather, they have been replaced by other theories that are more complete and reliable."

"World-changing theories and big breakthroughs are what every scientist yearns for. But the pressure to get results - and glory - means that feuds come thick and fast"

"Professor Barry Smith, director of the Institute of Philosophy at the University of London explores what happens inside our heads when we recognise a friend or reach for a cup of coffee."

"Sixty years ago, Allied forces brought an end to Adolf Hitler's dream that Germany would rule Europe and dominate the world. The death of Nazi Germany gave birth to a charge that still haunts the scientific community--what might be called "the Nazi analogy." In ethical or policy disputes about science and medicine, no argument can bring debate to a more screeching halt then the invocation of the Nazi comparison. Whether the subject is stem cell research, end-of-life care, the conduct of clinical trials in poor nations, abortion, embryo research, animal experimentation, genetic testing, or human experimentation involving vulnerable populations, references to Nazi policies or practices tumble forth from critics. "If X is done, then we are on the road to Nazi Germany" has become a commonplace claim in contemporary bioethical debates. Sadly, too often those who draw an analogy between current behavior and what the Nazis did do not know what they are talking about. The Nazi analogy is equivalent to dropping a nuclear bomb in ethical battles about science and medicine. Because its misuse diminishes the horror done by Nazi scientists and doctors to their victims, it is ethically incumbent upon those who invoke the Nazi analogy to understand what they are claiming."

"I'm not sure I believe this prediction, but I can assure you it is based on an enormous amount of daydreaming cataloged in the current issue of Science. Using an iPhone app called trackyourhappiness, psychologists at Harvard contacted people around the world at random intervals to ask how they were feeling, what they were doing and what they were thinking. "

"The physiology of panic, fear and arousal in cinemagoers; the evolutionary psychology of leadership; plus, robonauts and holographic communications"

Recent theories in cognitive psychology allow us to understand that emotions are not especially irrational. Rather, they are important in the management of our goals and actions . "We are ambivalent about our emotions. Sometimes they seem to make us think in a distorted way. To say that someone is being emotional is to be insulting. But on the other hand, we regard emotions as important to our humanity. To be without them would be less than human. This ambivalence is depicted in science fiction. Mr Spock of Star Trek is superintelligent and without emotion. But he is a lonely figure - not the person to identify with as one boldly goes across the universe. So the question is, do emotions impede rationality? If we were fully rational, would we need them? Would an intelligent being from another planet have emotions? Would a robot? Are emotions an important part of being human? And if so, how? Perhaps science can help to answer such questions. Most important here has been the work of Charles Darwin. His book published in 1872, The Expression of the Emotions in Man and the Animals, touches on a fundamental dilemma about the nature of emotions, and the way we view them. "

"In the beauty and geometric complexity of tile mosaics on walls of medieval Islamic buildings, scientists have recognized patterns suggesting that the designers had made a conceptual breakthrough in mathematics beginning as early as the 13th century. A new study shows that the Islamic pattern-making process, far more intricate than the laying of one's bathroom floor, appears to have involved an advanced math of quasi crystals, which was not understood by modern scientists until three decades ago. The findings, reported in the current issue of the journal Science, are a reminder of the sophistication of art, architecture and science long ago in the Islamic culture. They also challenge the assumption that the designers somehow created these elaborate patterns with only a ruler and a compass. Instead, experts say, they may have had other tools and concepts."

"A new exhibition about the brain tries to bring visual arts and science together. But it's a false premise. Art does not help us understand how the world works - and to merge the two disciplines trivialises them both"