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By abetting the ad industry, universities are leading us into temptation, when they should be enlightening us

To what extent do we decide? We tell ourselves we choose our own life course, but is this ever true? If you or I had lived 500 years ago, our worldview, and the decisions we made as a result, would have been utterly different. Our minds are shaped by our social environment, in particular the belief systems projected by those in power: monarchs, aristocrats and theologians then; corporations, billionaires and the media today.

Humans, the supremely social mammals, are ethical and intellectual sponges. We unconsciously absorb, for good or ill, the influences that surround us. Indeed, the very notion that we might form our own minds is a received idea that would have been quite alien to most people five centuries ago. This is not to suggest we have no capacity for independent thought. But to exercise it, we must – consciously and with great effort – swim against the social current that sweeps us along, mostly without our knowledge.

The purpose of this brain-hacking research is to create more effective platforms for advertising. But the effort is wasted if we retain our ability to resist it

Related: Rise of the machines: has technology evolved beyond our control?

Related: Facebook told advertisers it can identify teens feeling 'insecure' and 'worthless'

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from Advertising | The Guardian http://bit.ly/2LG7y8D
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