That may account for the curious popular enthusiasm for the phrenological "lighting up" studies.

WSJ: How the Brain Really Works | Mind & Matter by Alison Gopnik

By that I mean it does not reflect the strengths and weaknesses of the company as I would expect from my phrenological studies.

FORBES: ExxonMobil Has a Pathetic Website. Why?

What emerges is very different from the phrenological view.

WSJ: How the Brain Really Works | Mind & Matter by Alison Gopnik