Brain imaging techniques such as functional magnetic resonance imaging (fMRI) have forged an impressive link between psychology and neuroscience. Whereas most experiments in cognitive psychology require participants to perform while sitting upright in front of display devices, fMRI obliges participants to perform cognitive tasks while lying supine and motionless inside a narrow bore. In addition to introducing psychological and physical stressors, such as loud thumps and head restraints, fMRI procedures also alter brain hydrostatics. The ecological factors associated with current fMRI technology, such as supine posture, may skew cognitive processing and influence hemodynamic and electrophysiological measurements, especially in extreme age groups and pathological populations. Recognizing the central role of fMRI in unraveling the neural mechanisms of cognition, we outline ways to address these limitations.