The mind/brain conundrum.

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 …