Neuromarketing and the Battle for Your Brain | Wired

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In her book 'The Battle For Your Brain: Defending the Right to Think Freely in the Age of Neurotechnology', Nita Farahany delves into the complexities of manipulation and its impact on our freedom of thought and action. She explains how neurotechnology has enabled new methods for those seeking to bend others to their will and argues that an absolute prohibition on manipulation could do more harm than good if ill-defined. Farahany introduces Frankfurt's concept of 'higher-order volition' and distinguishes between freedom of will and action, emphasizing the importance of understanding unconscious processes in our decision-making. She argues that while subtle influences on our everyday decision-making are becoming normalized, they should not be considered unlawful manipulation if they do not violate our right to self-determination or cognitive liberty.


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