Though these articlesвЂ™ conclusions are dubious, most of them are based on data from functional magnetic resonance imaging (fMRI) scans, a primary tool of neuroscience. The two op-eds are examples of something scientists call вЂњbrain pornвЂќ: mainstream media reports that vastly oversimplify neuroscience research-and fuel a burgeoning industry of neuroconsultants who suggest that they can unlock the secrets of leadership and marketing from the brain. Titled вЂњThis Is Your Brain on Politics,вЂќ the article linked activity in the insular cortex to disgust and asserted that it was particularly strong in men who saw the term вЂњRepublican.вЂќ Scientists wrote a letter protesting that article, too. In fact, in 2007 the Times itself had published an op-ed showing that the same area of the brain was engaged when subjects felt the opposite of love. ItвЂ™s active when people sense temperature changes or even just breathe. вЂњThey loved their iPhones.вЂќДozens of neuroscientists cosigned a letter to the Times condemning the article, noting that one-third of all neuroimaging studies reveal activity in the insular cortex. вЂњSubjectsвЂ™ brains respondedвЂ¦as they would respond to the presence or proximity of a girlfriend, boyfriend, or family member,вЂќ the author wrote. The scans showed activity in the insular cortex-an area that activates when someone experiences love. Literally.вЂќ It described an unpublished experiment in which the author scanned the brains of 16 people as they heard and watched audio and video of ringing or vibrating iPhones.

When Apple fanatics lined up to get the new iPhone in 2011, the New York Times published an op-ed titled вЂњYou Love Your iPhone. These insights are just the beginning, say the authors, who believe that a hugely productive dialogue between neuroscience and business will develop as more findings emerge. the opportunities and pitfalls of multitasking.

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These discoveries hold major implications for managers. In this article, two experts in brain science explain important discoveries that have been made about four key networks: the default network, which is engaged in introspection and in imagining a different time, place, or reality the reward network, which activates in response to pleasure the affect network, which plays a central role in emotions and the control network, which is involved in understanding consequences, impulse control, and selective attention. It shifts the focus of study from the activity of specific brain regions to how networks of brain regions activate in concurrent patterns. Recently, technological advances have led neuroscientists to develop a new and more sophisticated framework.

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