The latest Deep Dives focuses on the promises and shortcomings of neuromarketing. Brain scanning is still not fully reliable. This is true not only in marketing – it is simply a reflection of where the technology is right now. (The image above, from an infamous 2009 study, shows the “brain activity” that an fMRI machine detected in a dead fish.)
This interview with Russ Poldrack, director of Stanford’s new Center for Reproducible Neuroscience, illustrates how his team is seeking to change that.