
The 10% myth appears often in entertainment, as in the film "Limitless."
There are many false ideas about the brain circulating out there. For instance, most of what is said in popular culture about differences between the right and left brain hemispheres is inaccurate, but the idea that we use only a fraction of our brainpower is a doozy. It is patent nonsense. And yet this particular myth endures. Two-thirds of the public believe the 10 percent myth, and, according to a recent study in Frontiers in Psychology, even 47 percent of secondary school teachers take it as true! If schoolteachers don’t have their facts right then what hope is there of setting the public record straight? What accounts for the ten–percent myth’s persistence and durability despite ample proof of its falseness?
No one knows for sure, but I think this particular idea got started in the early days of the last century when neurology was just developing as a science. For a long time it was known that a motor area controls the opposite side of the body, and that a sensory area sitting on the strip of cerebral cortex just behind it mirrors the motor area. The primary brain areas for hearing and vision were also well known. But then there were the many parts of the brain that collectively we now know as association areas given that they perform high–level calculations important for perception, thought, and behavior. In other words they are the basis for a person’s “smarts.”

After accounting for the primary senses, language, and reading, plenty of apparently empty regions remain in brain real estate.
Take the largest of the association areas, the two frontal lobes that account for a full third of brain tissue inside the skull. Because damage to this large expanse of brain produces no obvious motor or sensory symptoms, medical scientists from decades ago concluded that it served no obvious purpose. Together with the other regions whose functions weren’t apparent they became known as the “silent areas.” (This is an example of circular logic: because we can’t figure out what they are doing, they must not be doing anything.)

Even during sleep all brain areas show activity.
To be fair, encounters with split-brain patients are strongly counterintuitive. Logic says that you have done something drastic by cutting their brains in half. Yet judging by conversation, ordinary interactions, and even the standard neurological exam, they don’t seem different at all. The answer to this riddle is that patient’s weren’t tested the right way. Examiners weren’t looking for the right symptoms. When you restrict test input and patient response to one hemisphere at a time, then patients in fact exhibit profound symptoms.

If someone took away half of your brain, don't you think you'd notice?
Astute readers may ask what prompted such narrow-minded thinking in the first place. Around the time of Freud in the last century a turn in thinking occurred that was strongly anti-biological and resisted associating the brain with higher thought. Unbelievable, but true. But that is a topic for a different blog post.
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Links:
[1] http://www.psychologytoday.com/experts/richard-e-cytowic-md
[2] http://www.psychologytoday.com/blog/the-fallible-mind