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Tag: reverse inference

Science under the hood 5: Implicit decisions, Reverse inference

January 3, 2016 0 Comments
Science under the hood 5: Implicit decisions, Reverse inference

This post is part of a series covering the 10 most important scientific principles underlying neuromarketing. Implicit decisions As we establish in Chapter 1 (“What Neuromarketing Is and Isn’t”) and elaborate on throughout this book, human brains are cognitive misers — thinking is hard and we try to avoid it if we can. A particularly […]

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Reverse inference: a bridge, not a barrier, between academic and commercial neuro research

June 12, 2014 0 Comments
Reverse inference: a bridge, not a barrier, between academic and commercial neuro research

Last week I had the pleasure of attending the 4th annual Interdisciplinary Symposium on Decision Neuroscience (ISDN), held at Stanford University. The event was jam packed with cutting edge decision research, presented by a mix of leading academics and commercial neuromarketing vendors. One participant, a psychologist from Cal Tech, told me the two-day event contained […]

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When good science goes bad: fMRI and neuropolitics

August 12, 2013 0 Comments
When good science goes bad: fMRI and neuropolitics

(This post comes from a long time ago, July 5, 2008, but represents some issues that are still relevant today, including the important problem of reverse inference.) Eventually the chickens come home to roost.  Or insert your favorite aphorism here.  It looks like a full backlash is officially underway regarding some of the more, shall […]

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