The reason this rule of thumb is so useful is because there is a huge market for simple answers. A genuine elegant solution (one that accomplishes more with less) is highly valuable in the marketplace. We are used to technology delivering new easy solutions to previously difficult tasks. While most improvements are incremental, there are occasional breakthroughs that transform our lives.

Participants in the included studies were children and adults, either healthy or with conditions such as learning disabilities, attention deficit hyperactivity disorder, migraine, stress, anxiety and myofascial pain. Interventions included single, alternating, ascending or descending frequencies of photic or auditory stimulation or audiovisual entrainment selected either by the participant or by the investigator. Nearly half the studies used single sessions and the rest used multiple sessions ranging from nine to 100. Length of session varied from 0.5 seconds to 60 minutes. Frequency of session varied from twice daily to weekly. Outcomes reported in the review included cognition (including verbal skills, performance skills, attention, memory and overall intelligence/achievement), short- and long-term stress, pain, headache/migraine, mood, behavioural problems and premenstrual syndrome (PMS).
The most common way to use a brainwave entrainment is for a short-term benefit, to help guide your brain into a particular mental state at the time you need it.  In a similar way to how you might take a sleeping pill before bed to help you get to sleep, or maybe drink some coffee or an energy drink to help wake you up and give you a boost of energy.

According to a recent study published in the British journal Heart, slow or meditative music is a proven stress buster, so set your dial to a soothing station during your commute. And, if you're stuck in a traffic jam, sneak in this quick exercise: Grab your steering wheel and clench the muscles in your fingers, arms, shoulders and back. Do this until your muscles begin to tremble (about 45 seconds), then release. You'll produce a wave of relief in your upper neck and arms all the way down to your fingers. Just make sure your foot is on the brake when you let go of the wheel! (FYI: pink noise is the newest tool for reducing stress.)

People who handle stress well tend to employ what stress experts call an "optimistic explanatory style." They don't beat themselves up when things don't work out in their favor. So instead of using statements that catastrophize an incident, like "I'm a complete failure," they might say to themselves, "I need to work on my backhand." Or they'll transfer blame to an external source. Rather than saying, "I really blew that presentation," it's, "That was a tough group to engage." Replace the word "expect" with "hope." Expectations can only be used for those things over which you have the greatest personal control. You can expect to quench your thirst with a drink of water. You cannot expect to get the job you just interviewed for. You can hope to get it.

Therefore we are very receptive to new technology products that promise to improve our lives, or solve previously difficult problems, because of some new scientific or technological advance. This has created, in a sense, a marketplace of consumers that expect to be dazzled with technobabble they don’t understand, backed by assurances of legitimacy by the citing of research and association with professionals or professional institutions, and offering significant benefits. We are all, in a sense, waiting for that next product to improve our lives, and many of us like to feel we are on the cutting edge – getting an advantage over others by being savvy early adopters.

Just as stress can increase the risk for chronic diseases and other health problems, dealing with chronic conditions and poor health can increase the amount of stress one experiences. Stress also influences behaviors that affect health. Diet choices, sleep habits, and drug use are behaviors that are often negatively affected by stress (3). The APA’s 2011 survey showed that 39% percent of respondents reported overeating or eating unhealthy food because of stress, and 29% reported skipping a meal (3). In addition, 44% reported lying awake at night because of stress (3). On a positive note, 47% of respondents reported walking or exercise as a way of managing stress (3).

Well, except for one reason: The power of suggestion. If I give you a music track and tell you that it will cure your headache, you're more likely to report that it cured your headache than you are to say "Well it didn't effect my headache, but it made my short-term memory better." An interesting experiment would be to buy a binaural track claimed to induce drunkenness, for example; play it for five friends without telling them the claim, and then ask how it made each of them feel. Give them multiple choices to select from. Chances are they're going to respond all over the map. If you have a friend who is a believer in binaural beats, I suggest going ahead and setting up this little test.
For a few minutes a day, practice being mindful—focusing only on what's going on in the present —whether it's during your workout or taking a break from your work. Try taking a short walk and instead of thinking about what's worrying you, pay attention to your senses—what you see, feel, hear, smell. This can make a huge difference in your emotional and physical well-being when done daily.
The body responds in essentially the same way to made-up imagery as it does to real experiences. Positive, relaxing images can be an effective tool for relieving stress. Try it for yourself with this Guided Imagery podcast from our Founder and Director Dr. James Gordon, or check out Dr. Gordon’s book Unstuck: Your Guide to the Seven-Stage Journey Out of Depression for dozens more techniques, including scripts for guided imagery exercises.
We are all unique and herbs can work differently for different people. The usage instructions on the label are written to be applicable to a general population. However, that doesn't mean they are optimum for you and the discomforts you are experiencing (small vs. large body types for example). "As needed" means you should take the amount listed at a needed frequency until you feel the desired effect (paying attention to any maximum or frequency limitations listed).
So to summarize their claim, they're saying that entrainment means that a binaural beat will cause your brain's electroencephalogram to match the pattern of the phantom beat. Well, if it did, entrainment certainly doesn't apply and would not be part of the equation, so we can scratch that off the list. But it doesn't make the claimed observation wrong. We do know that certain electroencephalogram waveforms are often associated with certain kinds of activity. For example, physical activity or REM sleep often produces an electroencephalogram with a sine wave of between 4 and 8 Hz, which we term a theta pattern. Waking relaxation with eyes closed often produces a pattern from 8 to 12 Hz, which is called an alpha pattern. There are only a few characterized patterns, and pretty general descriptions of what kinds of activities go with them. The claim made by the binaural beat sellers depends on much more granular and specific matches. For example, the claim that a binaural beat with a frequency of X produces the same effect in your brain as Vicodin is wholly implausible. Such claims presume that we know the exact frequency of the electroencephalogram in each of these desired conditions, and the fact is that brain waves don't work that way. It is wholly and absolutely implausible to say that desired brain condition X will occur if we get your EEG to read exactly X Hz.
Unlike many traditional therapies for dealing with stress, anxiety, depression or cognitive impairment, entrainment does not require a focused effort from the person having the therapy, as the brain instinctively follows the frequency. This makes it a much more effective therapy for managing some of these challenging conditions, by automatically inducing a sense of relaxation and a reduction in negative physical and emotional patterns.
Theta: This brainwave pattern is associated with deep relaxation and with some stages of sleep, including the lighter stages of non-REM (NREM) sleep. REM sleep itself is mostly composed of beta wave and other activity that’s similar to an alert, waking brain. Deep meditation produces theta waves, which are slower and lower frequency (between 5-8 hertz) than Alpha waves. That murky barrier between sleep and wakefulness, when you’re drifting in and out of sleep, and your thoughts feel dreamlike and difficult to remember? That’s a theta-dominant state of consciousness.
15. Melville GW, Chang D, Colagiuri B, Marshall PW, Cheema BC. Fifteen minutes of chair-based yoga postures or guided meditation performed in the office can elicit a relaxation response. Evid Based Complement Alternat Med [Internet]. 2012 [cited 2012 June 27]; Available from: doi:10.1155/2012/501986.
Robert Monroe, a radio producer and executive published a popular book called Journeys Out of the Body about his out-of-body experiences when using brainwave entrainment. He later founded an original brainwave entrainment audio company, Hemi Sync. In 1981, the book Mega Brain by Michael Hutchison brought brainwave entrainment information, techniques, and terminology into the popular press.

^ Trost W. and Vuilleumier P., Rhythmic entrainment as a mechanism for emotion induction by music: a neurophysiological perspective. In The Emotional Power of Music: Multidisciplinary Perspectives on Musical Arousal, Expression, and Social Control, Cochrane T., Fantini B., and Scherer K. R., (Eds.), Oxford, UK: Oxford University Press; 2013, pp213–225.