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In recent years, a number of new disciplines have emerged that are characterized by the prefix "neuro" added to the name of a traditional discipline from the fields of social sciences or humanities. As a result, we now for example have "neuro-sociology", "neuro-ethics" and "neuro-marketing": "neuro+" disciplines. In this book, author Carlo Umilta asks the obvious question whether the flourishing of "neuro+" disciplines is an index of a true and fruitful cross-fertilization between the fields of social sciences and humanities in general and the field of cognitive neuroscience. In four compelling arguments presented in this comprehensive libretto, he argues that the answer to this question should be in the negative.