The Neuro Revolution
How Brain Science Is Changing Our World
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- $16.99
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- $16.99
Publisher Description
History has already progressed through an agricultural revolution, an industrial revolution, and an information revolution. The Neuro Revolution foretells a fast approaching fourth epoch, one that will radically transform how we all work, live and play.
Neurotechnology—brain imaging and other new tools for both understanding and influencing our brains—is accelerating the pace of change almost everywhere, from financial markets to law enforcement to politics to advertising and marketing, artistic expression, warfare, and even religious belief.
The Neuro Revolution introduces you to the brilliant people leading this worldwide transformation, taking you into their laboratories, boardrooms and courtrooms for a unique, insider's glimpse into the startling future now appearing at our doorstep. From foolproof lie detectors to sure-fire investment strategies to super-enhanced religious and aesthetic experiences, the insights and revelations within The Neuro Revolution will foster wonder, debate, and in some cases consternation. Above all, though, they need to be understood by those who will be most affected—all of us.
PUBLISHERS WEEKLY
Neuroscience entrepreneur Laursen, founder of a global trade association and a market research firm, is a futurologist with his feet on the ground. After an eight-year struggle to diagnose a painful back injury, Lynch's condition was pinpointed by a full-body MRI scan; the experience convinced him that emerging tools will improve our "control over the mental environment" in the same way we've managed the physical environment. Examining emerging tech, Lynch reports on lie detectors like a portable system for rapidly scanning and detecting involuntary facial tics, and a developing method called "brain fingerprinting." Emerging marketing techniques include functional MRI scanners for focus groups, allowing researchers to look directly at the brain of the subject, rather than depend on verbal responses. Lynch predicts that brain scan information will improve performance, and may become vital to professionals like stock brokers and specialized military forces; he also sees mental face-lifts attaining the popularity of cosmetic surgery. The exciting news is tampered by warnings that such devices could also be used for "cultural or economic bondage." Lynch is passionate, knowledgeable and fully engaged with the world of neurotechnology, and his overview makes absorbing material.
