Brain images are the scientific icon of our age, replacing Bohr's planetary atom as the symbol of science. Many businesses have realized that brain images make their products or services appear to be especially scientific and cutting edge, whether they are selling to high-level corporate executives or the viewers of TV infomercials. Of course, brain imaging is increasingly able to deliver practically useful information about people and their thought processes, so one cannot assume that all claims are bogus. Society is currently being challenged to sort out which of the new applications of brain imaging perform as claimed, which are immature but promising, and which are snake oil.
Cognitive neuroscientists must take the lead in evaluating these new applications and informing the public about them. Our task is not simply to be the “bad science” police but to participate in a variety of ways as citizen-scientists with knowledge and skills...