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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

"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

"I. MISTAKING BEAUTY FOR TRUTH It's hard to believe now, but not long ago economists were congratulating themselves over the success of their field. Those successes - or so they believed - were both theoretical and practical, leading to a golden era for the profession. On the theoretical side, they thought that they had resolved their internal disputes. Thus, in a 2008 paper titled "The State of Macro" (that is, macroeconomics, the study of big-picture issues like recessions), Olivier Blanchard of M.I.T., now the chief economist at the International Monetary Fund, declared that "the state of macro is good." The battles of yesteryear, he said, were over, and there had been a "broad convergence of vision." And in the real world, economists believed they had things under control: the "central problem of depression-prevention has been solved," declared Robert Lucas of the University of Chicago in his 2003 presidential address to the American Economic Association. In 2004, Ben Bernanke, a former Princeton professor who is now the chairman of the Federal Reserve Board, celebrated the Great Moderation in economic performance over the previous two decades, which he attributed in part to improved economic policy making. Last year, everything came apart. Few economists saw our current crisis coming, but this predictive failure was the least of the field's problems. More important was the profession's blindness to the very possibility of catastrophic failures in a market economy. During the golden years, financial economists came to believe that markets were inherently stable - indeed, that stocks and other assets were always priced just right. There was nothing in the prevailing models suggesting the possibility of the kind of collapse that happened last year. Meanwhile, macroeconomists were divided in their views. But the main division was between those who insisted that free-market economies never go astray and those who believed that economie

"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. "

"When high school students in Shanghai crack their history textbooks this fall they may be in for a surprise. The new standard world history text drops wars, dynasties and Communist revolutions in favor of colorful tutorials on economics, technology, social customs and globalization. Socialism has been reduced to a single, short chapter in the senior high school history course. Chinese Communism before the economic reform that began in 1979 is covered in a sentence. The text mentions Mao only once - in a chapter on etiquette. Nearly overnight the country's most prosperous schools have shelved the Marxist template that had dominated standard history texts since the 1950's. The changes passed high-level scrutiny, the authors say, and are part of a broader effort to promote a more stable, less violent view of Chinese history that serves today's economic and political goals. Supporters say the overhaul enlivens mandatory history courses for junior and senior high school students and better prepares them for life in the real world. The old textbooks, not unlike the ruling Communist Party, changed relatively little in the last quarter-century of market-oriented economic reforms. They were glaringly out of sync with realities students face outside the classroom. But critics say the textbooks trade one political agenda for another. They do not so much rewrite history as diminish it. The one-party state, having largely abandoned its official ideology, prefers people to think more about the future than the past."

"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. "

"A recent Times article described the use of neurological research and cognitive science in the field of literary theory. "At a time when university literature departments are confronting painful budget cuts, a moribund job market and pointed scrutiny about the purpose and value of an education in the humanities, the cross-pollination of English and psychology is providing a revitalizing lift," the article said. Does this research - "neuro lit" is one of its nicknames - energize literature departments, and, more broadly, generate excitement for the humanities? Is it yet another passing fad in liberal arts education? If the answer is both, why does theory matter, even if we sometimes don't understand what the scholars are saying? "

"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. �

"All day long, people have been telling me about an article headlined: "Why Chinese Mothers Are Superior." And I've had enough! I'm posting my reaction so that I don't have to keep talking about it. Getting to the point: the piece is crap. But its writer, Yale Law School Professor Amy Chua, is also a marketing genius. Let me explain…."

"After retiring from truck driving in 1987, Teri Horton devoted much of her time to bargain hunting around the Los Angeles area. Sometimes the bargains were discovered on Salvation Army shelves and sometimes, she willingly admits, at the bottom of Dumpsters. Even the most stubborn deal scrounger probably would have been satisfied with the rate of return recently offered to her for a curiosity she snagged for $5 in a San Bernardino thrift shop in the early 1990s. A buyer, said to be from Saudi Arabia, was willing to pay $9 million for it, just under an 180 million percent increase on her original investment. Ms. Horton, a sandpaper-voiced woman with a hard-shell perm who lives in a mobile home in Costa Mesa and depends on her Social Security checks, turned him down without a second thought. Ms. Horton's find is not exactly the kind that gets pulled from a steamer trunk on the "Antiques Roadshow." It is a dinner-table-size painting, crosshatched in the unmistakable drippy, streaky, swirly style that made Jackson Pollock one of the most famous artists of the last century. Ms. Horton had never heard of Pollock before buying the painting, but when an art teacher saw it and told her that it might be his work (and that it could fetch untold millions if it were), she launched herself on a single-minded post-retirement career - enlisting, along the way, a forensic expert and a once-powerful art dealer - to have her painting acknowledged as authentic by scholars and the art market."

Once, experts feared that young children exposed to more than one language would suffer "language confusion," which might delay their speech development. Today, parents often are urged to capitalize on that early knack for acquiring language. Upscale schools market themselves with promises of deep immersion in Spanish - or Mandarin - for everyone, starting in kindergarten or even before. Yet while many parents recognize the utility of a second language, families bringing up children in non-English-speaking households, or trying to juggle two languages at home, are often desperate for information. And while the study of bilingual development has refuted those early fears about confusion and delay, there aren't many research-based guidelines about the very early years and the best strategies for producing a happily bilingual child. But there is more and more research to draw on, reaching back to infancy and even to the womb. As the relatively new science of bilingualism pushes back to the origins of speech and language, scientists are teasing out the earliest differences between brains exposed to one language and brains exposed to two. Researchers have found ways to analyze infant behavior - where babies turn their gazes, how long they pay attention - to help figure out infant perceptions of sounds and words and languages, of what is familiar and what is unfamiliar to them. Now, analyzing the neurologic activity of babies' brains as they hear language, and then comparing those early responses with the words that those children learn as they get older, is helping explain not just how the early brain listens to language, but how listening shapes the early brain. Recently, researchers at the University of Washington used measures of electrical brain responses to compare so-called monolingual infants, from homes in which one language was spoken, to bilingual infants exposed to two languages. Of course, since the subjects of the study, adorable in their