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Descartes argued that the mind and
brain are made of different stuff,
but our fascination (bordering on
obsession) with brain science may
be leading us towards an equally
dangerous position. The more we
study the physical brain, the more
we see it light up in response to
ads or brands, or see links between
brain activity and purchase, the more
likely we are to believe it is only the
physical brain that matters.
Yet we are far from resolving the most
important issue in brain science: what is
consciousness? What has been described
as the …