The figure of the brain has continued to rise in prominence for at least 30 years. This development continues to raise important questions: in particular, to what extent and in what ways does the brain supplant the person as the presumed origin of human behaviour? Whereas it has previously been discussed in general terms, here we address this question through an ethnographic study of the experimental articulation of the brain in neuromarketing research. Drawing on analytical themes from science and technology studies, we argue that it is crucial to investigate the enactment of the brain in situated practice and to understand the effects on prevailing accountability relations. We analyse the enactment of the consuming brain in neuromarketing experiments and in experts communication of experimental results. We show how the consuming brain emerges from reconfigured sets of socio-material relations (between e.g. consumers, brains, brain scanning operators, consultants) and how this entails a redistribution of accountability relations. This results in an ontological respecification of the consumer, who is no longer deemed accountable for his/her actions. Instead spokespersons on behalf of the brain - neuromarketing technologies and experts - assume accountability for revealing why consumers buy what they buy. We conclude that the putative shift from person to brain is in fact characterised by a redistribution of accountability relations in neuromarketing practices. We call for further studies of accountability redistributions in practice, so as better to situate novel explanations of human behaviour.

This paper reflects on the origins and subsequent reception of the paper "Ontological Gerrymandering: The anatomy of social problems explanations", published in 1985. It describes the circumstances of my turning up at McGill University as a Visiting Professor in Sociology and meeting Dorothy, then a graduate student and the TA assigned to an undergraduate course on Social Problems which I was asked to teach. The paper reflects on the twin benefits: of an interloper, from Europe and from Science and Technology Studies (STS), entering the exotic and heady fray of North American social problems; and of Dorothys steady and resolute guidance in introducing me to a new field. The paper suggests some reasons for the endurance of the papers arguments, more than 35 years after its publication, drawing on some parallel developments in Social Problems and STS. It asks why has there been rather little mutual interaction between these disciplines, given their common concern with questions, among others, about values, effects and interventions in academic scholarship. The paper concludes that many more of us might have done well to pursue the path of strident agnosticism.

‘Our friends have been suggesting for quite a long time that we visit this wonderful city. [...] They have a famous cathedral there, Salisbury Cathedral. [...] It’s famous for its clock. It’s one of the oldest working clocks in the world.’ These words are from an interview with two Russian men on Russian state television news (Russia Today, RT) on 7 March 2018 (Figure 1.1).1?Their appearance followed an incident on 4 March 2018, when Salisbury resident Sergei Skripal and his daughter Yulia were rushed to hospital. The authorities found traces of Novichok A-234, a nerve agent, at the?scene. The two Russian men were subsequently named as suspects by British police and their faces splashed all over the news (Figure 1.2). The?UK government took the bold step of accusing the Russian government of attempted murder and expelling several Russian diplomats. Then?suddenly the two suspects appeared on TV. The interviewer asked them why they were in Salisbury and if they worked for the Russian?Intelligence Services to which their cryptic reply was “Do you?”. When pressed about their actual profession they offered, “If we tell you about?our business, this will affect the people we work with.”

Over the past decades commercial and academic market(ing) researchers have studied consumers through a range of different methods including surveys, focus groups, or interviews. More recently, some have turned to the growing field of neuroscience to understand consumers. Neuromarketing employs brain imaging, scanning, or other brain measurement technologies to capture consumers (brain) responses to marketing stimuli and to circumvent the "problem" of relying on consumers self-reports. This paper presents findings of an ethnographic study of neuromarketing research practices in one neuromarketing consultancy. Our access to the minutiae of commercial neuromarketing research provides important insights into how neuromarketers silence the neuromarketing test subject in their experiments and presentations and how they introduce the brain as an unimpeachable witness. This enables us conceptually to reconsider the role of witnesses in the achievement of scientific credibility, as prominently discussed in science and technology studies (STS). Specifically, we probe the role witnesses and silences play in establishing and maintaining credibility in and for "commercial research laboratories." We propose three themes that have wider relevance for STS researchers and require further attention when studying newly emerging research fields and practices that straddle science and its commercial application.

This research note proposes that it is instructive to ask what happens when evaluative practices go wrong. It shows how a close study of mistakes and mishaps in evaluation - both in the process of their disclosure and subsequent management - provides important insights into ways in which evaluation practices contribute to performing and sustaining the relations of accountability involved. The note examines two cases: 1) the mistaken award of the 2017 Oscar for Best Picture and 2) the incident in November 2016 when Thomson Reuters notified a large number of scholars that they had been awarded the distinction of being a “Highly Cited Researcher” in their field, only a few hours later to retract these awards. Studying such instances provides insights into what is at stake for participants, the choreography of performing and revealing evaluations, the ways in which different evaluation practices fold together, and the accountability structures which support valuation practices.

Our introductory essay in this journals 2013 Special Issue on the turn to ontology examined the shift from epistemology to ontology in science and technology studies and explored the implications of the notion of enactment. Three responses to that Special Issue argue that (1) there is no fundamental qualitative difference between the ontological turn and social constructivism, (2) we need to be wary of overly generic use of the term ontology and (3) the language of turns imposes constraints on the richness and diversity of science and technology studies. In this brief reply, we show how each of those critiques varies in its commitment to circumspection about making objective determinations of reality and to resisting reification. We illustrate our point by considering overlapping discussions in anthropology. This brings out the crucial difference between the science and technology studies slogan it could be otherwise and the multinaturalist motto it actually is otherwise.

As the neurosciences make their way beyond the laboratory, they become influential in a wide range of domains. How to understand this process? What are the prospects for, and dynamics of, influence, uptake and rejection? This article reports our attempts to track the emergence of neurosciences with particular reference to the emergence of the field of neuromarketing. Our key initial tasks included the identification and definition of the field, the negotiation of access, and establishing relations with participants and informants. These tasks gave rise to what are often construed as familiar methodological difficulties, such as how to define the field and what to make of the reactions and responses of those involved in neuromarketing. In this article we present some of our experiences of researching the empirical materials of neuromarketing to assess different responses to methodological difficulties in studying science and technologies in the making. We draw on analytic resources provided by Science and Technology Studies to address the challenge of studying emerging fields of science, practices and technologies. In particular, we draw on the concepts of multiplicity, performativity and practical ontology to argue that a particular approach to methodological difficulties can actually enrich our research objectives. We suggest that reflexivity be understood, not predominantly as a methodological corrective to the problems of detecting an antecedent object of research; but as revealing some of the ways in which neuromarketing is enacted.

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The concept of globalization has become ubiquitous in social science and in the public consciousness and is often invoked as an explanation for a diverse range of changes to economies, societies, politics and cultures - both as a positive liberating force and as a wholly negative one. While our understanding of the politics, economics, and social resonance of the phenomenon has become increasingly sophisticated at the macro-level, this book argues that globalization too often continues to be depicted as a set of extra-terrestrial forces with no real physical manifestation, except as effects.

   A new series of essays that sets the bar for the study of representation in science in the twenty-first century. Chapters span a range of topics, including molecular modelling, nano-imaging, mathematical formalisms, and digital imagery in neuroscience, planetary science, and biology - as well as business data visualisation, economics diagrams and technology-mediated surgery.

The book aims to explore how governance and accountability are mediated through material relations involving ordinary everyday objects and technologies. It draws on empirical materials in three main areas: waste management and recycling; the regulation and control of traffic; and security and passenger movement in airports

   A new series of essays that sets the bar for the study of representation in science in the twenty-first century. Chapters span a range of topics, including molecular modelling, nano-imaging, mathematical formalisms, and digital imagery in neuroscience, planetary science, and biology - as well as business data visualisation, economics diagrams and technology-mediated surgery.

The concept of globalization has become ubiquitous in social science and in the public consciousness and is often invoked as an explanation for a diverse range of changes to economies, societies, politics and cultures - both as a positive liberating force and as a wholly negative one. While our understanding of the politics, economics, and social resonance of the phenomenon has become increasingly sophisticated at the macro-level, this book argues that globalization too often continues to be depicted as a set of extra-terrestrial forces with no real physical manifestation, except as effects. 

A new series of essays that sets the bar for the study of representation in science in the twenty-first century. Chapters span a range of topics, including molecular modelling, nano-imaging, mathematical formalisms, and digital imagery in neuroscience, planetary science, and biology - as well as business data visualisation, economics diagrams and technology-mediated surgery.

Neuroscience is increasingly considered a possible basis for new business and management practices. A prominent example of this trend is neuromarketing – a relatively new form of market and consumer research that applies neuroscience to marketing by employing brain imaging or measurement technology to anticipate consumers’ response to, for instance, products, packaging or advertising. In this paper, we draw attention to the ways in which certain neuromarketing technologies simultaneously reveal and enact a particular version of the consumer. The revelation is ironic in the sense that it entails the construction of a contrast between what appears to be the case – consumers’ accounts of why they prefer certain products over others – and what can be shown to be the case as a result of the application of the technology – the hidden or concealed truth. This contrast structure characterises much of the academic and popular literature on neuromarketing, and helps explain the distribution of accountability relations associated with assessments of its effectiveness.