[spydum]

For some reason fMRI terrifies me in the sense that it will be misused to predict human behavior. The idea that we can effectively read your brain leads to the assumption that we can understand the behaviors, and I think that is false.

[crusso]

I understand your fears. Look at how lie detector (polygraph) tests are still used and how the public generally assumes that they're a reliable indication of veracity.

http://en.wikipedia.org/wiki/Polygraph#Validity

As with many technologies, though, you can't be a Luddite and slow progress because the general population might misunderstand it.

[zacinbusiness]

My grandfather, who was chief detective for the PD in the town in which I grew up, broke my childhood heart when he explained to me how unreliable polygraph tests are. I had seen so many thriller films and detective films that relied on polygraphs, and then one day he said something to the effect of "Those are all B.S., we see guys every day that can fake their way through a lie detector and smile while he's doing it. I don't trust them and I don't trust any man who does."

[judk]

It's politically sensitive to admit, but the most-legitimate value of polygraph is in scaring people into telling the truth (which cannve verified in other ways). It has many other problems, though, like scaring innocent people into flade confessions, or scaring people into divulging their legitimately private info.

[nealabq]

The thought of law enforcement, or anyone with power, scanning your brain and passing judgement is indeed terrifying. Not only is it an invasion of the private sandbox of your mind, it seems unsubtle, error prone, and open to abuse.

Such judgement appears unfair, and so (to misapply the conclusions of the original paper) rational people should be uncomfortable with it.

[judk]

Luckily, fMRI studies don't have predictive power in the real world.

Hm, that is unlucky I supposed fMRI is the modern lie detector, where the test administrator just makes up results that the authorities rely on.

[kyro]

Take a look at the field of neuromarketing.

[aaron987]

The book "Buyology" is a terrific introduction to neuromarketing for anyone who is interested.