How some companies hack your brain

by bold-lichterman

Moran Cerf is professor of neuroscience and business at the Kellogg School of Management. He was one of the speakers of the last USI conference on the theme “Changing human behavior-Keeping things ethical” or “can we modify human behavior ethically?”

In his works, Moran Cerf is particularly interested in the notion of free will. Can we really make choices freely, or can our decisions be predicted before they are available to us? ” We now know that when you make a decision, every time you do something, we could have looked at your brain and figured out what you were going to do seconds before. And this before you even know you are going to do it », Explains Moran Cerf.

Should we legislate?

These researches and discoveries are not trivial. They suggest in particular that it is possible to change a person’s behavior without their knowledge. The neuroscience professor explains that most of his students go to work for companies like Facebook, Google or even Amazon which allow them to be able to use their knowledge but being better paid than if they had joined a research center.

This is where ethics comes in. Should we legislate on the way in which companies use this work in neuroscience? This is a lead for Moran Cerf, but he reminds us that the technology is going much too fast for the regulators. The first thing according to him is to educate the general public on this subject so that they are aware of what can be done with their brain. But then he thinks it’s up to scientists to come together to define a course of action.

Find the full interview with Moran Cerf: