Educational products claiming to be "brain-based" are common. Due to neurophilia, including a brain in a product's marketing can enhance perceptions. However, schooling background may play a protective role.
As previous neuromarketing research has been conducted predominantly in English speakers, we examined whether the effects of neurophilia extend to a Portuguese-speaking Brazilian population.
Teachers and students (N = 262) viewed one of four advertisements for a hypothetical product translating to ''Right Brain'' or ''Right Start'' Training; half the advertisements contained an MRI brain image. Participants rated their perceptions of interest, efficacy, and scientific rationale.
The presence of a brain image or the word 'brain' did not influence responses. However, occupation had a significant effect: teachers' ratings were higher than students' ratings. Importantly, teachers were more susceptible to neurocontent, rating "Right Brain" training significantly higher than students.
These results thus highlight the need to improve teachers' neuroscience literacy.