Neuroenchantment

Research focus

Neuroenchantment describes the phenomenon that neuroscientific methods often have great appeal and perceived importance, although certain limitations restrict this in reality. For example, simply adding the word "neuro" to a topic or title can add an extra layer of authority and relevance to the content, suggesting that the article, product or method is based on sound science. While this is often legitimate and appropriate, it can also sometimes be misused to add undeserved gravitas or importance to an otherwise trivial topic. In such cases, the "neuro" prefix becomes a marketing tool to attract attention and gain the trust of both the lay and expert audience.