The inviolability of the brain is only a social contract, like nudity.
—Dr José Delgado, Physical Manipulation of the Brain, 1973
“I know what you’re thinking,” the young man told me. “All I have to do is attach a few electrodes to your head and I can read your mind as easily as I would a book!”
We were chatting while sipping coffee at his company’s splashy display stand in the exhibition hall of a New York hotel. A marketing conference was in progress and there was considerable interest among delegates in the new discipline of neuromarketing. Small wonder: Clients were being assured that this revolutionary form of market research would allow them to “eavesdrop” on the minds of their customers, to read their thoughts, ...