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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

"A Santa Barbara, Calif., startup called Social Intelligence data-mines the social networks to help companies decide if they really want to hire you. While background checks, which mainly look for a criminal record, and even credit checks have become more common, Social Intelligence is the first company that I'm aware of that systematically trolls social networks for evidence of bad character. Using automation software that slogs through Facebook, Twitter, Flickr, YouTube, LinkedIn, blogs, and "thousands of other sources," the company develops a report on the "real you" -- not the carefully crafted you in your resume. The service is called Social Intelligence Hiring. The company promises a 48-hour turn-around. Because it's illegal to consider race, religion, age, sexual orientation and other factors, the company doesn't include that information in its reports. Humans review the reports to eliminate false positives. And the company uses only publically shared data -- it doesn't "friend" targets to get private posts, for example. The reports feature a visual snapshot of what kind of person you are, evaluating you in categories like "Poor Judgment," "Gangs," "Drugs and Drug Lingo" and "Demonstrating Potentially Violent Behavior." The company mines for rich nuggets of raw sewage in the form of racy photos, unguarded commentary about drugs and alcohol and much more. "

Serco Group - the largest company you've never heard of

"As a fitness coach in Grand Rapids, Mich., Doreen Bolhuis has a passion for developing exercises for children. The younger, it seems, the better. "With the babies in our family," she said, "I start working them out in the hospital." Ms. Bolhuis turned her exercises into a company, Gymtrix, that offers a library of videos starting with training for babies as young as 6 months. There is no lying in the crib playing with toes. Infant athletes, accompanied by doting parents on the videos, do a lot of jumping, kicking and, in one exercise, something that looks like baseball batting practice. "We hear all the time from families that have been with us, 'Our kids are superstars when they're in middle school and they get into sports,' " Ms. Bolhuis said. Future Robinson Canos and Sidney Crosbys are getting their start in sports earlier than ever. Kindergartners play in soccer leagues and at an annual T-Ball World Series in Milton, Fla. But now children are being groomed as athletes before they can walk. The growing competition in marketing baby sports DVDs includes companies with names like athleticBaby and Baby Goes Pro. Even experts in youth sports seem startled that the age of entry has dipped so low. "That's really amazing. What's next?" said Dr. Lyle Micheli, an orthopedic surgeon and founder of the first pediatric sports medicine clinic in the United States at Children's Hospital in Boston. Dr. Micheli said he did not see any great advantages in exposing babies to sports. "I don't know of any evidence that training at this infancy stage accelerates coordination," he said. One of his concerns, he said, is "the potential for even younger ages of overuse injury." Bob Bigelow, a former National Basketball Association player and a critic of competitive sports for young children, is also skeptical. "This is Baby Mozart stuff; you play Mozart for the baby in utero and it comes out some sort of fine arts major," he said. �

"During the summer of 2008, the eminent Notre Dame sociologist Christian Smith led a research team that conducted in-depth interviews with 230 young adults from across America. The interviews were part of a larger study that Smith, Kari Christoffersen, Hilary Davidson, Patricia Snell Herzog and others have been conducting on the state of America's youth. Josh Haner/The New York Times Smith and company asked about the young people's moral lives, and the results are depressing. It's not so much that these young Americans are living lives of sin and debauchery, at least no more than you'd expect from 18- to 23-year-olds. What's disheartening is how bad they are at thinking and talking about moral issues. The interviewers asked open-ended questions about right and wrong, moral dilemmas and the meaning of life. In the rambling answers, which Smith and company recount in a new book, "Lost in Transition," you see the young people groping to say anything sensible on these matters. But they just don't have the categories or vocabulary to do so. "

"Andrew Pole had just started working as a statistician for Target in 2002, when two colleagues from the marketing department stopped by his desk to ask an odd question: "If we wanted to figure out if a customer is pregnant, even if she didn't want us to know, can you do that? " Multimedia How to Break the Cookie Habit This article is adapted from "The Power of Habit: Why We Do What We Do in Life and Business," which will be published on Feb. 28. More in the Magazine » Readers' Comments Share your thoughts. Post a Comment » Read All Comments (35) » Pole has a master's degree in statistics and another in economics, and has been obsessed with the intersection of data and human behavior most of his life. His parents were teachers in North Dakota, and while other kids were going to 4-H, Pole was doing algebra and writing computer programs. "The stereotype of a math nerd is true," he told me when I spoke with him last year. "I kind of like going out and evangelizing analytics." As the marketers explained to Pole - and as Pole later explained to me, back when we were still speaking and before Target told him to stop - new parents are a retailer's holy grail. Most shoppers don't buy everything they need at one store. Instead, they buy groceries at the grocery store and toys at the toy store, and they visit Target only when they need certain items they associate with Target - cleaning supplies, say, or new socks or a six-month supply of toilet paper. But Target sells everything from milk to stuffed animals to lawn furniture to electronics, so one of the company's primary goals is convincing customers that the only store they need is Target. But it's a tough message to get across, even with the most ingenious ad campaigns, because once consumers' shopping habits are ingrained, it's incredibly difficult to change them. There are, however, some brief periods in a person's life when old routines fall apart and

"n September 18, 2007, a few dozen neuroscientists, psychiatrists, and drug-company executives gathered in a hotel conference room in Brussels to hear some startling news. It had to do with a class of drugs known as atypical or second-generation antipsychotics, which came on the market in the early nineties. The drugs, sold under brand names such as Abilify, Seroquel, and Zyprexa, had been tested on schizophrenics in several large clinical trials, all of which had demonstrated a dramatic decrease in the subjects' psychiatric symptoms. As a result, second-generation antipsychotics had become one of the fastest-growing and most profitable pharmaceutical classes. By 2001, Eli Lilly's Zyprexa was generating more revenue than Prozac. It remains the company's top-selling drug. But the data presented at the Brussels meeting made it clear that something strange was happening: the therapeutic power of the drugs appeared to be steadily waning. A recent study showed an effect that was less than half of that documented in the first trials, in the early nineteen-nineties. Many researchers began to argue that the expensive pharmaceuticals weren't any better than first-generation antipsychotics, which have been in use since the fifties. "In fact, sometimes they now look even worse," John Davis, a professor of psychiatry at the University of Illinois at Chicago, told me. "

"Speaking about Britain's Got Talent singer Susan Boyle in October, he said :"She would not be where she is today if it wasn't for the fact that she looked like such a ******* mong." Mong is a slang term used to refer to people with Down's Syndrome. It is derived from the word "mongrel." He went on: "When she first came on the telly, I went: 'Is that a mong?' "I don't mean she has Down's Syndrome, by the way. No, no! That would be offensive. That word doesn't mean that any more." Channel 4 claimed that using the word was justified in the context of late-night humour. It said the comment was not "directed at Susan Boyle as having a disability but at those who refuse to acknowledge that meanings of words can adapt over time". The company said it needed to experiment and defended the entertainer's right to freedom of expression. Ofcom said in its ruling that Gervais was exploring the interpretations and meanings of certain provocative words. He was examining the changes in their associations over time, with a focus on his assertion that the word "mong" had lost its derogatory association with Down's Syndrome. The regulator said: "This involved Ricky Gervais evoking the word's offensiveness to some extent, and challenging the relationship between the offence and the word itself. "We considered, therefore, that the nature and focus of the routine provided a clear editorial context for his use of the term." "

"An ice cream company banned from using an advert displaying a pregnant nun has vowed to position similar posters in London in time for the Pope's visit."

"They and others had been searching for answers and grappling with their implications since Sunday, when Weight Watchers began unveiling its first major overhaul to its cultlike points system, prompting the 750,000 members who attend weekly meetings across the United States - and some one million online adherents - to rethink how they shop, cook and eat. The new plan, company officials say, is based on scientific findings about how the body processes different foods. The biggest change: All fruits and most vegetables are point-free (or free of PointsPlus, as the new program is called). Processed foods, meanwhile, generally have higher point values, which roughly translates to: should be eaten less. "

"These keep me going where other alcoholic drinks always drag me down," says Terry McAfee, a 20-something recent graduate of Pierce College in Woodland Hills, Calif. He's just plunked down $12 for four 23 ounce cans of Four Loko - the combination alcohol-caffeine drink whose manufacturer, Phusion Projects, LLC was one of four companies to receive warning letters this week from the US Food and Drug Administration. Although health-care professionals and addiction specialists have applauded the FDA, some groups agree with consumers such as Mr. McAfee that this is the latest example of a "nanny state" government pushing itself too far on the public."

"As web companies strive to tailor their services (including news and search results) to our personal tastes, there's a dangerous unintended consequence: We get trapped in a "filter bubble" and don't get exposed to information that could challenge or broaden our worldview. Eli Pariser argues powerfully that this will ultimately prove to be bad for us and bad for democracy. "

"BUSINESSES in nearly every industry were caught off guard by the Great Recession. Few leaders in business - or government, for that matter - seem to have even considered the possibility that an economic downturn of this magnitude could happen. "

The idea that your mother tongue shapes your experience of the world may be true after all.

A new study has revealed that whether or not a company's CEO holds a college degree from a top school has no bearing on the firm's long-term performance.