The Evolution of Social Neuroscience

David Frum: To the brain, companies are just like people. He says we understand a company exactly the same way with the same circuitry that we use to understand other people. We have an enormous amount of circuitry devoted towards issues of trust or integrity in our tribe and on social networks such as Facebook. In 2009, when Tiger Woods' infidelity hit Twitter, Nike's stock price dropped precipitously for the next six months - even though he had nothing to do with it.