hmmm i don’t know how much of this is realistic, but it’s an interesting read i thought. The stuff about early detection of Alzheimer’s (and/or dementia) is interesting - what if those sorts of personal brain scans of individuals made it into the hands of your life-insurance company? Would they be justified in discriminating against your brain scan and refusing to have you as a client ? Just posting ‘relevant’ excerpts, but there’s a lot more in the article.
The brain can’t lie, Ian Sample and David Adam, The Guardian, 20 November 2003
One emerging field is that of “neuro-economics”. At the Center for Neuro-economics at Claremont Graduate University in California, Paul Zak is using fMRI to study how people assign value to certain products and make choices about what they buy. “If I ask you why you made a certain decision, you might not really be sure,” he says. “But what if I can look directly into your brain and see how you reached that decision? That’s what we want to be able to do.”
Slowly, he says, researchers are homing in on the neural circuits that are activated when we make decisions - our likes and dislikes or, for example, how much different people value cigarettes over other items. Know that, and you can start feeding the data into policies such as how you tax products, says Zak. “If you know how much people value something, you can work out at what point a price hike will stop people buying it,” he says.
Zak says fMRI stands to make a big impact in what has been dubbed “neuro-marketing”. As an example of how fMRI might be used, Zak proposes a company that wants to increase its sales of milk. One way it might is to gather a group of people who like milk and scan them as they drink a glass. Some of the regions of the brain that buzz with activity might be triggered by any drink, but others may be triggered only by milk. Find other stimuli that trigger these regions of the brain and it could help you work out what it is that makes milk enjoyable, says Zak. Suppose objects from your childhood made those regions of your brain flicker. It might be that milk was evoking a sense of nostalgia, reminding you of when you got milk at school.
“If it turned out that milk was pleasurable to drink because it evokes memories of your childhood, you could market it as ‘good when you were a kid, great when you’re an adult’,” he says. It’s just an idea, and we’re not there yet, but Zak says this is not pie-in-the-sky stuff. “A couple of years ago there was a lot of hostility to this kind of research, but now people are realising there’s potential in it. Of course there will be a lot of crappy studies, but done properly, it allows us to get answers to questions we could never get before.”
At Glimcher’s lab in New York, progress is being made into understanding how the brain allow us to make certain decisions. Using fMRI scans and another technique that measures the activity of single neurons, Glimcher has recreated in a computer the neural programs that monkeys use to make decisions in a simple financial game. “Their behaviour is quite erratic and very similar to that of humans, but the program predicts what they will do to about 95% accuracy. It’s spooky,” he says. Ultimately, says Glimcher, neuroscientists should be able to use techniques like this to work out what a person will do in a specific situation, such as what he or she might buy when they walk into a shop.
At least one company, the BrightHouse Institute for Thought Sciences, in Atlanta, has been set up to exploit brain scans to inform marketing strategies. Instead of using focus groups, it is trying to use scans to tell companies what people think of their products and commercials.
Not everyone is convinced of the approach though. Donald Kennedy, the Stanford University-based editor of the journal Science and one of America’s most eminent scientists, says: “You could just ask people what they think.”
While Glimcher concedes that using brain scans to predict behaviour is a long way off, the progress is such that we should think about the implications, he says. “It raises serious philosophical questions, because it reduces us to a machine, but there’s also a huge moral issue.” Who should be allowed access to our brain scans, if they can reveal so much about us, he asks. “Within 10 years, we will need legislation that protects brain-scan information in the same way genetic information is protected,” he says.
If using brain scans to predict specific behaviour is not on the cards, using them to judge if we will suffer from mental disease later in life is. Studies have shown that fMRI scans can be used to reveal early signs of multiple sclerosis and even go some way to predicting who might be most susceptible to dementias such as Alzheimer’s. “For severe mental illness and dementias it is a serious proposition,” says Sean Spence, a psychiatry researcher at Sheffield University. “There are changes in their brain before they begin to lose their memory. It’s quite conceivable people could use that.”
Stanford’s Kennedy says it is the potential to use scans to predict people’s health that is a concern. “I’m worried about fMRI scans being preserved after they have been taken,” he says. “There’s a push to prevent genetic information being used by companies for adverse selection, and at least equal protection should be given to brain scan data.”
Glimcher says legislation banning access to people’s brain scans should be drawn up to keep the data private before it’s too late. “It’s only a matter of time before the insurance companies come calling,” he says. “It is going to happen and it’s a big issue. It has to be dealt with soon.”