“…If a brain scan labelled 'normal' is placed alongside one labelled 'depressed' in a pharmaceutical advert, does this encourage readers to label themselves in this way, and if so does this impact the ontological status of such designations? In the last 10 years, such questions have been much discussed among journalists, philosophers, ethicists and neuroscientists themselves (for example, Fukuyama, 2002;Check, 2005;Illes et al, 2006;Levy, 2007;Farah, 2008;Giordano and Gorbijn, 2010;Racine, 2010;Garnett et al, 2011), and in the context of broader questions about the rise and historical precedents of biological modes of understanding personhood (for example, Rose, 2006Rose, , 2007Frazzetto and Anker, 2009;Vidal, 2009;Abi-Rached and Rose, 2010;Pickersgill and van Keulen, 2011). A series of neologisms have been coined to describe the potential effects of siting psychological concepts in the brain.…”