ABOUT THE SPEAKER
Molly Crockett - Neuroscientist
Neuroscientist Molly Crockett studies altruism, morality and value-based decision-making in humans.

Why you should listen

Can what you eat influence your sense of justice? Will a simple drug make you more likely to help a stranger on the street? Neuroscientist Molly Crockett asks and answers these and many other fascinating questions about the influence of neurotransmitters, like dopamine and serotonin, on altruism and decision-making. Neuroscience may hold the answer, says Crockett, but there are still limits to our ability to draw conclusions from neural research. Crockett received her PhD from the University of Cambridge in 2011, and she is currently working with support from the four-year Sir Henry Wellcome Postdoctoral Fellowship studying human altruism in labratories worldwide.

More profile about the speaker
Molly Crockett | Speaker | TED.com
TEDSalon London Fall 2012

Molly Crockett: Beware neuro-bunk

Molly Crockett: 注意神经骗局

Filmed:
1,295,218 views

现代营销中大脑无处不在: 新闻标题声称奶酪三明治帮助决策,而“神经”饮料声称,可以减轻压力。神经科学家Molly Crockett认为,这些提法有一个问题:这些好处“神经增强功效”并没有被科学证明。在本片的直截了当的演讲中,Crockett揭示了对神经科学数据解读的局限性,还有为什么我们要关注它们。
- Neuroscientist
Neuroscientist Molly Crockett studies altruism, morality and value-based decision-making in humans. Full bio

Double-click the English transcript below to play the video.

00:16
I'm a neuroscientist神经学家, and I study研究 decision-making做决定.
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我是位神经学家,我研究决策制定
00:20
I do experiments实验 to test测试 how different不同 chemicals化学制品
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我做了一些试验,来测试大脑中不同的化学物质
00:22
in the brain influence影响 the choices选择 we make.
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如何影响我们所作的选择
00:26
I'm here to tell you the secret秘密 to successful成功 decision-making做决定:
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我在这里是要告诉你们制定成功决策的秘诀:
00:33
a cheese起司 sandwich三明治.
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一个奶酪三明治
00:35
That's right. According根据 to scientists科学家们, a cheese起司 sandwich三明治
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没错。据科学家所言,奶酪三明治
00:39
is the solution to all your tough强硬 decisions决定.
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是解决一切艰难决定的良伴
00:42
How do I know? I'm the scientist科学家 who did the study研究.
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我是怎么知道的呢?因为我就是做这个研究的科学家。
00:47
A few少数 years年份 ago, my colleagues同事 and I were interested有兴趣
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几年前,我和我的同事们对此产生兴趣——
00:50
in how a brain chemical化学 called serotonin血清素
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大脑中一种称为血清素的化学物质
00:52
would influence影响 people's人们 decisions决定 in social社会 situations情况.
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如何影响人们在社会情境下所做的决定
00:55
Specifically特别, we wanted to know how serotonin血清素 would affect影响
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具体来讲,我们想知道,血清素如何影响
00:58
the way people react应对 when they're treated治疗 unfairly不公平.
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人们在遭到不公待遇时的反应
01:02
So we did an experiment实验.
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所以我们做了一项试验
01:04
We manipulated操纵 people's人们 serotonin血清素 levels水平 by giving them
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通过提供这种极其难喝的柠檬味饮料
01:07
this really disgusting-tasting恶心,品尝 artificial人造 lemon-flavored柠檬味 drink
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来操控人们的血清素水平
01:11
that works作品 by taking服用 away the raw生的 ingredient成分 for serotonin血清素
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其原理是带走大脑中制造血清素
01:15
in the brain.
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的原料
01:16
This is the amino氨基 acid tryptophan色氨酸.
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也就是色氨酸
01:19
So what we found发现 was, when tryptophan色氨酸 was low,
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我们的发现是,当色氨酸(含量)低时,
01:22
people were more likely容易 to take revenge复仇
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人们更倾向于采取报复(行为)
01:24
when they're treated治疗 unfairly不公平.
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来应对不公平待遇
01:28
That's the study研究 we did, and here are some of the headlines新闻头条
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这就是我们所做的实验。这里有一些新闻标题
01:31
that came来了 out afterwards之后.
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是后来报道的:
01:34
("A cheese起司 sandwich三明治 is all you need for strong强大 decision-making做决定")
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(“强有力的决策制定只需要一个奶酪三明治”)
01:37
("What a friend朋友 we have in cheeses奶酪")
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(“奶酪,我们何等亲爱的朋友”)
01:39
("Eating Cheese起司 and Meat May可能 Boost促进 Self-Control自我控制") At this point, you might威力 be wondering想知道, did I miss小姐 something?
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(”吃奶酪和肉会增强自控“)这一点,你可以会疑惑:我遗漏了些什么吗?
01:42
("Official官方! Chocolate巧克力 stops停止 you being存在 grumpy性情乖戾的") Cheese起司? Chocolate巧克力? Where did that come from?
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(“官方消息!巧克力可以阻止坏脾气”)
奶酪?巧克力?这都是从哪来的?
01:47
And I thought the same相同 thing myself when these came来了 out,
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当这些(新闻)报道后,我自己也有同样的想法
01:49
because our study研究 had nothing to do with cheese起司 or chocolate巧克力.
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因为我们的试验与奶酪和巧克力无关
01:54
We gave people this horrible-tasting可怕的品酒 drink
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我们给人们这种难喝的饮料
01:56
that affected受影响 their tryptophan色氨酸 levels水平.
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它会影响他们的色氨酸水平
01:59
But it turns out that tryptophan色氨酸 also happens发生 to be found发现
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但我们发现,色氨酸也恰好存在于
02:03
in cheese起司 and chocolate巧克力.
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奶酪与巧克力中
02:06
And of course课程 when science科学 says cheese起司 and chocolate巧克力
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当然,《科学》杂志声称奶酪与巧克力
02:08
help you make better decisions决定, well, that's sure to grab people's人们 attention注意.
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能帮助人做出更好的决定,这必然会吸引眼球
02:12
So there you have it:
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所以你们现在明白了:
02:14
the evolution演化 of a headline标题.
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这是新闻标题的“演化“过程
02:18
When this happened发生, a part部分 of me thought, well,
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当这些发生时,我会想,好吧
02:20
what's the big deal合同?
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这有什么大不了的?
02:22
So the media媒体 oversimplified过于简单 a few少数 things, but in the end结束,
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媒体过度简化了一些东西,但说到底
02:26
it's just a news新闻 story故事.
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它只是一则新闻故事而已
02:28
And I think a lot of scientists科学家们 have this attitude态度.
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我想很多科学家都有这样的态度
02:31
But the problem问题 is that this kind of thing happens发生 all the time,
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但问题是,这样的事情总在发生
02:35
and it affects影响 not just the stories故事 you read in the news新闻
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它们不仅会影响你所读到的新闻故事
02:38
but also the products制品 you see on the shelves货架.
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还会影响你在货架上所见的商品
02:41
When the headlines新闻头条 rolled热轧, what happened发生 was,
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当这些新闻发布之后,(接下来)会发生的是
02:44
the marketers营销 came来了 calling调用.
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营销人员打电话过来
02:47
Would I be willing愿意 to provide提供 a scientific科学 endorsement背书
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问我愿不愿意提供一份科学认证
02:50
of a mood-boosting情绪增强 bottled瓶装 water?
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证明某种瓶装水具有改善情绪的功能
02:53
Or would I go on television电视 to demonstrate演示,
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或者问我是否愿意参加电视节目
02:55
in front面前 of a live生活 audience听众,
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面对一群现场直播的观众
02:56
that comfort安慰 foods食品 really do make you feel better?
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证明安抚性的食品真的能够让你感觉更棒
03:00
I think these folks乡亲 meant意味着 well, but had I taken采取 them up on their offers报价,
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我想这些人的出发点是好的,但是如果我接受了他们的邀请
03:04
I would have been going beyond the science科学,
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我就是在逾越科学的界限
03:06
and good scientists科学家们 are careful小心 not to do this.
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好的科学家会谨慎地避免这种做法
03:09
But nevertheless虽然, neuroscience神经科学 is turning车削 up more and more in marketing营销.
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然而尽管如此,神经科学正在越来越多地出现在市场中
03:14
Here's这里的 one example: Neuro神经 drinks饮料,
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例如:神经性饮料
03:16
a line线 of products制品, including包含 NueroNuero Bliss here,
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一系列产品,包括这种叫做”神经福佑“(Neuro Bliss)的饮料
03:20
which哪一个 according根据 to its label标签 helps帮助 reduce减少 stress强调,
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它的标签上注明能够帮助减轻压力
03:22
enhances提高 mood心情, provides提供 focused重点 concentration浓度,
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改善情绪,提高注意力
03:26
and promotes促进 a positive outlook外表.
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促进乐观态度
03:29
I have to say, this sounds声音 awesome真棒. (Laughter笑声)
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不得不说,这听起来很棒(笑声)
03:33
I could totally完全 have used this 10 minutes分钟 ago.
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十分钟前我要是喝上一瓶就好了
03:37
So when this came来了 up in my local本地 shop, naturally自然 I was
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当这些产品出现在我家附近的商店时
03:40
curious好奇 about some of the research研究 backing后盾 these claims索赔.
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我自然想弄清楚有哪些科学研究支持着这些说法
03:44
So I went to the company's公司 website网站 looking to find
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因此我浏览了这家公司的网站
03:47
some controlled受控 trials试验 of their products制品.
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寻找他们产品的对照实验
03:50
But I didn't find any.
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但我一个都没找到
03:52
Trial审讯 or no trial审讯, these claims索赔 are front面前 and center中央
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不管有没有实验,这些宣传说法都非常抢眼醒目
03:56
on their label标签 right next下一个 to a picture图片 of a brain.
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写在标签上,围绕着一张画有大脑的图片
04:00
And it turns out that pictures图片 of brains大脑 have special特别 properties性能.
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事实上,那些大脑的图片是有特殊功能的
04:05
A couple一对 of researchers研究人员 asked a few少数 hundred people
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一组科研人员请几百人
04:08
to read a scientific科学 article文章.
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读一篇科学论文
04:11
For half the people, the article文章 included包括 a brain image图片,
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一半的人,所读文章配有一幅大脑图片,
04:14
and for the other half, it was the same相同 article文章
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另一半人,读同样的文章
04:16
but it didn't have a brain image图片.
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但是没有配大脑图片
04:18
At the end结束 — you see where this is going —
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最终 — 您知道是要干什么 —
04:20
people were asked whether是否 they agreed同意
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参试人员被提问
04:22
with the conclusions结论 of the article文章.
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是否赞同文章的结论
04:26
So this is how much people agree同意 with the conclusions结论
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这是人们对文章结论的赞同程度
04:28
with no image图片.
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这是没有图片的那个对照组
04:30
And this is how much they agree同意 with the same相同 article文章
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这是人们对同样一篇文章结论的赞同程度
04:33
that did include包括 a brain image图片.
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是有图片的那个对照组
04:36
So the take-home带回家 message信息 here is,
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因此值得深思的结论就是
04:38
do you want to sell it? Put a brain on it.
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想要卖得好?那就放上一张大脑图片
04:43
Now let me pause暂停 here and take a moment时刻 to say that
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这里我要暂停一下,来谈谈
04:45
neuroscience神经科学 has advanced高级 a lot in the last few少数 decades几十年,
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神经科学在近几十年里取得的许多进步
04:49
and we're constantly经常 discovering发现 amazing惊人 things
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我们不断地发现一些惊人的事实
04:51
about the brain.
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有关大脑
04:53
Like, just a couple一对 of weeks ago, neuroscientists神经学家 at MITMIT
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比如:几周前,麻省理工学院的神经科学家
04:56
figured想通 out how to break打破 habits习惯 in rats大鼠
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弄清了如何打破老鼠的生活习性
04:58
just by controlling控制 neural神经 activity活动 in a specific具体 part部分 of their brain.
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只需控制鼠脑中一个特定区域的神经活动就能实现
05:02
Really cool stuff东东.
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这些都很酷
05:04
But the promise诺言 of neuroscience神经科学 has led to some really
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但神经科学给人的希望,也带来了一些
05:07
high expectations期望 and some overblown夸大, unproven未经证实 claims索赔.
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过高的期望和一些夸大的,未经证实的说辞
05:13
So what I'm going to do is show显示 you how to spot
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所以我要展示的就是
05:16
a couple一对 of classic经典 moves移动, dead giveaways赠品, really,
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如何识别一些经典花招——是的我要彻底揭秘——
05:19
for what's variously不同 been called neuro-bunk神经铺位,
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它们统称为“神经骗局”
05:22
neuro-bollocks神经胡说八道, or, my personal个人 favorite喜爱, neuro-flapdoodle神经梦话.
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“神经吹牛”,或我的最爱“神经瞎话”
05:28
So the first unproven未经证实 claim要求 is that you can use brain scans扫描
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第一个未经证明的说辞就是你可以通过扫描人脑
05:32
to read people's人们 thoughts思念 and emotions情绪.
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来读取人们的想法和情绪
05:36
Here's这里的 a study研究 published发表 by a team球队 of researchers研究人员
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这里是一队科研人员发表的研究
05:39
as an op-ed专栏 in The New York纽约 Times.
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发表在纽约时报的专栏里
05:42
The headline标题? "You Love Your iPhone苹果手机. Literally按照字面."
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标题是?“你爱你的iPhone。真的。”
05:46
It quickly很快 became成为 the most emailed电子邮件 article文章 on the site现场.
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这篇文章很快成为该网站转发最多的文章
05:51
So how'd你怎么 they figure数字 this out?
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那么他们是如何得出结论的呢?
05:53
They put 16 people inside a brain scanner扫描器
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他们把16个人放入大脑扫描仪中
05:56
and showed显示 them videos视频 of ringing铃声 iPhonesiPhone手机.
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让他们看iPhone振铃的视频
05:59
The brain scans扫描 showed显示 activation激活 in a part部分 of the brain
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扫描仪显示了大脑中一个区域的活动
06:02
called the insula, a region地区 they say
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这个区域被称作脑岛
06:05
is linked关联 to feelings情怀 of love and compassion同情.
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他们认为这个区域与爱和同情的感受相关
06:09
So they concluded总结 that because they saw activation激活 in the insula,
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因此他们得出结论,看到了脑岛的活动
06:13
this meant意味着 the subjects主题 loved喜爱 their iPhonesiPhone手机.
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就意味着受试者对他们的iPhone有爱意
06:17
Now there's just one problem问题 with this line线 of reasoning推理,
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这个推理过程只有一个问题——
06:19
and that's that the insula does a lot.
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脑岛有很多活动
06:22
Sure, it is involved参与 in positive emotions情绪
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确实,脑岛与正面情绪有关
06:25
like love and compassion同情,
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比如爱和同情心
06:27
but it's also involved参与 in tons of other processes流程,
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但脑岛也与很多其他事情相关
06:30
like memory记忆, language语言, attention注意,
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例如记忆,语言,注意力
06:33
even anger愤怒, disgust厌恶 and pain疼痛.
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甚至愤怒,厌恶和痛感
06:37
So based基于 on the same相同 logic逻辑, I could equally一样 conclude得出结论
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因此,基于同样的逻辑,我也可以推断说
06:41
you hate讨厌 your iPhone苹果手机.
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你恨你的iPhone
06:44
The point here is, when you see activation激活 in the insula,
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重点是,当您看到脑岛中的活动时
06:47
you can't just pick and choose选择 your favorite喜爱 explanation说明
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您不能只挑感受列表上您喜欢的解释
06:50
from off this list名单, and it's a really long list名单.
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这个列表实在有很多选项
06:54
My colleagues同事 Tal塔尔 YarkoniYarkoni and Russ拉斯 Poldrack波特拉克
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我的同事Tal Yarkoni和Russ Poldrack
06:57
have shown显示 that the insula pops持久性有机污染物 up in almost几乎 a third第三
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已经证明,几乎三分之一已发表的的脑成像研究
07:00
of all brain imaging成像 studies学习 that have ever been published发表.
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都与脑岛有关
07:05
So chances机会 are really, really good
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很有可能
07:06
that your insula is going off right now,
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你们的脑岛现在正在活动
07:09
but I won't惯于 kid孩子 myself
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不过,我不会骗自己说
07:11
to think this means手段 you love me.
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这意味着你们爱我
07:15
So speaking请讲 of love and the brain,
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所以说到爱与大脑
07:17
there's a researcher研究员, known已知 to some as Dr博士. Love,
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有个研究者,被某些人成为“爱博士”(Dr. Love)
07:21
who claims索赔 that scientists科学家们 have found发现 the glue
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他声称科学家已经找到一种粘合剂
07:25
that holds持有 society社会 together一起,
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能够将社会融为一体
07:27
the source资源 of love and prosperity繁荣.
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是爱与繁荣之源
07:31
This time it's not a cheese起司 sandwich三明治.
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这次,不再是奶酪三明治
07:33
No, it's a hormone激素 called oxytocin催产素.
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是的,这次是一种叫做催产素的激素。
07:37
You've probably大概 heard听说 of it.
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您可能听说过
07:39
So, Dr博士. Love bases基地 his argument论据 on studies学习 showing展示
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Dr. Love论证是基于如下研究
07:42
that when you boost促进 people's人们 oxytocin催产素,
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当人体内催产素水平得到提升后
07:45
this increases增加 their trust相信, empathy同情 and cooperation合作.
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人们的互信,共感,和合作也会增强
07:49
So he's calling调用 oxytocin催产素 "the moral道德 molecule分子."
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所以他称催产素为“道德分子”
07:53
Now these studies学习 are scientifically科学 valid有效,
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现在这些研究是科学有效的
07:56
and they've他们已经 been replicated复制, but they're not the whole整个 story故事.
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而且已经得到推广,但这并不是故事的全部
08:00
Other studies学习 have shown显示 that boosting提高 oxytocin催产素
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其他研究已经表明,增加催产素
08:03
increases增加 envy羡慕. It increases增加 gloating幸灾乐祸.
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也会增加嫉妒心,增加幸灾乐祸感
08:08
Oxytocin催产素 can bias偏压 people to favor偏爱 their own拥有 group
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催产素会导致人们为了自身群体的利益
08:11
at the expense费用 of other groups.
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损害其他群体的利益
08:14
And in some cases, oxytocin催产素 can even decrease减少 cooperation合作.
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在某些情况下,催产素甚至会导致合作减少
08:18
So based基于 on these studies学习, I could say oxytocin催产素
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所以基于这些研究,我可以说催产素
08:22
is an immoral不道德 molecule分子, and call myself Dr博士. Strangelove奇爱博士.
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是“不道德分子”,并叫我自为“奇爱博士"(电影Dr. Strangelove)
08:27
(Laughter笑声)
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(笑声)
08:30
So we've我们已经 seen看到 neuro-flapdoodle神经梦话 all over the headlines新闻头条.
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所以我们看到新闻标题里充斥着“神经胡说”
08:34
We see it in supermarkets超级市场, on book covers盖子.
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我们可以在超市,图书封面看到这些
08:37
What about the clinic诊所?
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那诊所呢?
08:40
SPECTSPECT imaging成像 is a brain-scanning大脑扫描 technology技术
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SPECT成像,是一种脑扫描技术
08:43
that uses使用 a radioactive放射性的 tracer曳光弹
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用放射性示踪剂
08:45
to track跟踪 blood血液 flow in the brain.
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跟踪脑部血液流动
08:48
For the bargain讨价还价 price价钱 of a few少数 thousand dollars美元,
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由于价格是几千美元
08:51
there are clinics诊所 in the U.S. that will give you
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在美国有些诊所
08:55
one of these SPECTSPECT scans扫描 and use the image图片
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给您做SPECT扫描,利用成像结果
08:59
to help diagnose诊断 your problems问题.
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帮助诊断您的问题
09:02
These scans扫描, the clinics诊所 say, can help
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诊所声称这些扫描能够帮助
09:04
prevent避免 Alzheimer's老年痴呆症 disease疾病,
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防止老年痴呆症
09:07
solve解决 weight重量 and addiction issues问题,
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解决体重和上瘾问题
09:09
overcome克服 marital婚姻 conflicts冲突,
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解决婚姻冲突
09:12
and treat对待, of course课程, a variety品种 of mental心理 illnesses疾病
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还能治疗各类精神问题
09:15
ranging不等 from depression萧条 to anxiety焦虑 to ADHD多动症.
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从抑郁到焦虑到多动症
09:19
This sounds声音 great. A lot of people agree同意.
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听起来很棒,很多人同意
09:21
Some of these clinics诊所 are pulling in tens of millions百万
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这些诊所每年吸金
09:24
of dollars美元 a year in business商业.
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数千万美元
09:27
There's just one problem问题.
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但有个问题
09:29
The broad广阔 consensus共识 in neuroscience神经科学
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在神经科学中的广泛共识是
09:32
is that we can't yet然而 diagnose诊断 mental心理 illness疾病
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我们还不能从单独的脑扫描中
09:35
from a single brain scan扫描.
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诊断精神疾病
09:38
But these clinics诊所 have treated治疗
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但是到目前为止这些诊所已经治疗了
09:40
tens of thousands数千 of patients耐心 to date日期,
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数万病人
09:42
many许多 of them children孩子,
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很多还是儿童
09:44
and SPECTSPECT imaging成像 involves涉及 a radioactive放射性的 injection注射,
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SPECT成像是将放射性物质注射到体内
09:48
so exposing曝光 people to radiation辐射, potentially可能 harmful有害.
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把人们暴露在放射性物质之下,会有潜在危害
09:54
I am more excited兴奋 than most people, as a neuroscientist神经学家,
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作为一名神经科学家,我对此更为兴奋
09:57
about the potential潜在 for neuroscience神经科学 to treat对待 mental心理 illness疾病
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神经科学治疗精神疾病具有很大潜力
10:01
and even maybe to make us better and smarter聪明.
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甚至可能把我们变得更好更聪明。
10:06
And if one day we can say that cheese起司 and chocolate巧克力
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如果某一天,我们可以说奶酪和巧克力
10:08
help us make better decisions决定, count计数 me in.
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能够帮助我们更好地决策,我也会这么说
10:13
But we're not there yet然而.
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但我们目前还未能取得这样的成果
10:15
We haven't没有 found发现 a "buy购买" button按键 inside the brain,
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对于商品,从脑扫描我们还没有找到“购买”按钮
10:19
we can't tell whether是否 someone有人 is lying说谎 or in love
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对于爱情,从脑扫描我们还不能区分爱与不爱
10:23
just by looking at their brain scans扫描,
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还不能单单从脑扫描作出判断
10:26
and we can't turn sinners罪人 into saints圣人 with hormones激素.
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也不能通过激素让罪人变成圣人
10:30
Maybe someday日后 we will, but until直到 then,
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也许,将来有可能,但在此之前
10:33
we have to be careful小心 that we don't let overblown夸大 claims索赔
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我们必须要小心,不能让夸大吹牛
10:35
detract减损 resources资源 and attention注意 away from the real真实 science科学
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减损对真正的科学的资源和注意力
10:39
that's playing播放 a much longer game游戏.
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只有科学能够经久不衰
10:43
So here's这里的 where you come in.
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所以这是你们需要做的
10:45
If someone有人 tries尝试 to sell you something with a brain on it,
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如果有人兜售有大脑图案的东西时
10:48
don't just take them at their word.
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不要只听他们说的
10:51
Ask the tough强硬 questions问题. Ask to see the evidence证据.
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问些难以回答的问题,问有何证据
10:54
Ask for the part部分 of the story故事 that's not being存在 told.
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问出事情隐藏的细节
10:58
The answers答案 shouldn't不能 be simple简单, because the brain isn't simple简单.
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这个答案并不会简单,因为大脑本身就不简单
11:03
But that's not stopping停止 us from trying to figure数字 it out anyway无论如何.
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但不管怎样,这并未阻止我们对它的探索
11:08
Thank you. (Applause掌声)
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谢谢。(掌声)
Translated by dahong zhang
Reviewed by Cheng Sha

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ABOUT THE SPEAKER
Molly Crockett - Neuroscientist
Neuroscientist Molly Crockett studies altruism, morality and value-based decision-making in humans.

Why you should listen

Can what you eat influence your sense of justice? Will a simple drug make you more likely to help a stranger on the street? Neuroscientist Molly Crockett asks and answers these and many other fascinating questions about the influence of neurotransmitters, like dopamine and serotonin, on altruism and decision-making. Neuroscience may hold the answer, says Crockett, but there are still limits to our ability to draw conclusions from neural research. Crockett received her PhD from the University of Cambridge in 2011, and she is currently working with support from the four-year Sir Henry Wellcome Postdoctoral Fellowship studying human altruism in labratories worldwide.

More profile about the speaker
Molly Crockett | Speaker | TED.com