Website review: WHO REALLY WON THE SUPER BOWL? By M...
yarikoptic discovered this in Cognitive Science
•2 reviews since Feb 6, 2006
cognitive-science
•edge.org/3rd_culture/iacoboni06/iacoboni06_in...
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yarikoptic discovered 30 months ago- " WHO REALLY WON THE SUPER BOWL? The Story of an Instant-Science Experiment By Marco Iacoboni" N.B. With all truly respect to M.Iacoboni as doing not an easy but so popular field of research as brain imaging... They named it "instance-science" but I am not sure if it is science at all: what does it reveal about brain function? definetly not a discovery of mirror neurons which get active while watching entertaining action sequence such as Michelob ad. What questions did it answer? "the strong disconnect that can be seen between what people say and what their brain activity seem to suggest", or may be it is just badly built experiment? I doubt that factors such as duration of commercials were taken care of, ie equalized... It they weren't - then there is 0 meaning in the above phrase. The whole field of brain imaging is struggling finding appropriate experimental designs to get valuable and trustfull insights on the brain function, and studies like this are just aiming to hit the news lines. To do similar "study" you barely need to know how to press 10 buttons in FSL or SPM or any other brain imaging software and get some "nice pictures" which you blurb later on about. That is my personal opinion and might be completely biased and wrong.
- argotnaut rated 30 months ago
- "This year, at the UCLA Ahmanson-Lovelace Brain Mapping Center, Marco Iacoboni and his group used functional magnetic resonance imaging (fMRI) to measure brain responses in a group of subjects while they were watching the Super Bowl ads." On the one hand, this is really fascinating. On the other hand, the use of neuroimaging in collaboration with a marketing firm makes me very uneasy. But I know that resistance is futile.
