Neurophilia is stronger for educators than students in Brazil

Educational products claiming to be “brain-based” are common. Due to neurophilia, including a brain in a product's marketing can enhance perceptions. However, schooling background may play a protective role. As previous neuromarketing research has been conducted predominantly in English speakers, we examined whether the effects of neurophilia extend to a Portuguese-speaking Brazilian population. Teachers and students (N = 262) viewed one of four...