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Publishers WeeklyNeuroscience 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.
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