From literature to architecture, academics and entrepreneurs are using neuroscience to explain everything from why we like a complex narrative thread to why round tables are more social. Christie Nicholson reports (Scientific American)
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…all sorts of industries are jumping to use any new brain information to support their work. Neuromarketing claims to get objective truth about peoples’ preferences by decoding the “reactions” of our neurons. Companies like No Lie fMRI, Inc., are capitalizing on the potential for tools that can “read the brain” to replace the polygraph in lie detection. The literary world wants to unweave the rainbow by studying the way the brain processes literature and certain narrative techniques. And there’s even an Academy of Neuroscience for Architecture which reveals that oval tables make eye contact easier.