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I had an argument with some people about the "power" of advertising. One of the guy argued that advertising could impose choices against our will, and force us to do things we did not want. He supported his point by the neuromarketing and the research on the stimulus and the brain. He emphasized my (real) ignorance on the subject. I failed explaining to him that these experiments and research could not prove that man was not free to make his own choices and that he can not be forced to do something he doesn't want to do. I really failed. I was merely an "ignorant" vs. a "scientist" who was constantly telling me to go to learn about the subject. Annoying. At the end he explained that the fact that there is physical laws, commercial monopolies, the size of my bank account, major depressive disorder, and many others factors ... showed that there was no choice in some cases. I failed to explain to him that it was a confusion between two different things, that you can't take the removal of reality as the standard of "choice"... he definitevely shone as "scientist" and me as "metaphysics" who confuses everything .... The misunderstaning I faced was hopeless and very frustrating. I'm not complaining about the disagreement, but the deep misunderstanding. I tried to explain that It's one thing to be attracted, it's another thing to lose the ability to say no ; but all I get as answer was that I don't know enough neuroscience and stuff like that. I don't have the scientific knowledge. What I said was automatically discredit because it's not "scientific", as oppose to neuroscience... Science (pretty bad interpreted I guess) is seen here as an authority, and everyone is "on the side of the science" of course. He didn't ask me to believe science on the basis of faith, he told me to go search and get information to learn about this topic where I am ignorant. Actually, at the beginning of our discussion, he never explicitly referred to cognitive science and neuromarketing, just vaguely to the relationship between science and advertising. I asked repeatedly if he could provide me with references that he considered probative to have a basis for discussion. And the only answer was that if I didn't see what he was talking about, it showed that I didn't know anything about the topic (I dont have "the level"), that I was lazy because I didn't want to do the research on my own, that I wanted him to did the work for me, so I didn't have the required level ... I ended up guessing (after a long time) that he was talking about neuromarketing, but when I showed him links and asked him if he evaluate this particular reference as probative, he just asked me: "In your opinion?" or "You should know for yourself.", "I'm not your teacher, you have to do the job." Etc. I found this particulary dishonest, but apparently I was the only one. Anyway, How to explain, in understable way, that neuromarketing and neuroscience in communication can't force us to act a way we don't want to act?