RESUMO
BACKGROUND: 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. OBJECTIVE: 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. METHOD: 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. RESULTS: 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. CONCLUSION: These results thus highlight the need to improve teachers' neuroscience literacy.