Neurobullsh*t - by Joseph Devlin (Hardcover)

Book Synopsis

In a time where memes and misinformation spread faster than truth, it has never been more important to set the record straight. Now, prominent neuroscientist Joseph Devlin cuts through the BS presented as "neuroscience" in this provocative volume.

Are clowns good for children's mental health? Is it possible to record dreams and play them back? Do women like pudding more than men do? These questions are justa sampling of what neuroscientist Joseph Devlin has been asked to prove throughout his career, illustrating both our enduring fascination with the brain's capacity and quirks, and the wealth of misinformation presented as fact.

In today's world of self-optimization, every day a seductive new brain claim is billed as the fix to all of our problems: tapping into our "chimp brain" can complement our leadership style, dopamine explains every impulse, and spending 10,000 hours performing a task will make you a world-leading practitioner. But, as Devlin outlines in his book, more often than not, these claims are nothing more than "neurobullsh*t" oversimplified, misinformed, or completely invented.

Neurobullsh*t busts the growing wave of brain myths that masquerade as science--ideas like left vs. right brain, "learning styles," Myers Briggs types, or the "lizard brain"--tracing their origins and persistence. Building on his popular LinkedIn series, Neurobollocks, Devlin presents the science that refutes these nonsensical neuro claims, revealing instead what science has proven about our brains, emotions, decision making, and identities, while arming readers with the tools to see through neurobullsh*t.

About the Author

Professor Joseph Devlin is a leading figure in cognitive neuroscience, internationally recognized for his research on language processing and consumer decision-making. He is a Professor of Cognitive Neuroscience at UCL, having previously held positions of Scientific Director of the Birkbeck-UCL Centre for Neuroimaging and Head of Experimental Psychology. He holds a PhD in Computer Science from the University of Southern California, studying Artificial Intelligence and trained in brain imaging at both Cambridge and Oxford. His research has gained significant media attention, featuring on the BBC, CNN, and twice on the front page of The Times, and has been covered by the likes of Guardian, Daily Mail, Daily Telegraph, Financial Times, Evening Standard, and he has authored over 100 scientific articles published in esteemed journals such as Science, Nature, Nature Neuroscience, and Current Biology.