Consumers Favor “Right Brain” Training: The Dangerous Lure of Neuromarketing

Over the past decade the neuromarketing of educational products has become increasingly common. Researchers have however expressed concern about the misapplication of neuroscience to education marketing, fearing that consumers may be deceived into investing in apparently “brain‐based” products under the misapprehension that they will be more effective. This study provides the first demonstration that these fears are justified. We presented 180 participants with one of four advertisements for an identical educational program, named either “Right Brain” or “Right Start” Training; the advertisements either did, or did not, include an MRI brain image in one corner. Results demonstrated that “Right Brain” training was deemed more interesting, educationally valuable, and scientifically strong than an identical product named “Right Start” training. Advertisements including an unrelated brain image enhanced ratings of scientific rationale. These results confirm that by implying a strong scientific basis, “brain‐based” product names are remarkably effective in implicitly manipulating consumer opinion.     

Institutional repositories: is the open access door half open or half shut?

The response of the UK Government to the Report on science publishing by the Science and Technology Select Committee of the House of Commons is criticized for failing to take the necessary action to research or help catalyse a change in the publishing model. The initiatives of the National Institutes of Health and the Wellcome Foundation in setting up central archives are examined and their utility questioned. The evidence base for a change to open access is explored.