Introduction : welcome to the neurosociety -- 1. The emergence of the neurosociety -- Brain imaging : peering into Bertino's brain -- Everything you'll need to know about the brain -- The frontal lobes of Jonathan Meaden -- When less is more -- 2. How the brain processes information -- The cognitive unconscious -- Above and below the conscious threshold -- Dreamy states -- The alien hand -- 3. The emotional brain -- Instructed fear -- What it means to be emotional -- 4. How our brain constructs our mental world -- Von Hemholtz's darkroom experiment -- "Thinking is for doing" -- Mirror neurons -- The romance of the circle and the little triangle -- Sally Ann, and the bank robber -- "You're fine, thanks. How am I?" -- The illusion-of-truth effect -- The nefarious power of negativity -- The prejudicial brain -- 5. The empathic brain : blurring the boundaries between self and others -- The rubber hand illusion -- How the brain recognizes faces -- Morphing Marilyn Monroe -- How our brain resonates to the emotions of others : emotional contagion -- The empathy of infants -- The chameleon effect -- Edgar Allan Poe's experiment -- Compassion and the frontal lobes -- 6. The power of the frontal lobes -- Thinking makes it so -- Attachment styles -- The brain's response to rejection : why it hurts to be in love -- 7. How our brain determines our moral choices -- The sweet emotions of the soul -- Lie detection -- The runaway trolley -- 8. Make my memory -- The road from brain research to neuromarketing -- The "kidnapping" of Jean Piaget -- Backward framing -- Environment-conditioned marketing -- Brand-name loyalists -- Emotion by design -- The good, the bad, and the ugly -- 9. Neuroeconomics : what happens in the brain when we reason and negotiate (and why honesty really is the best policy) -- Playing the ultimatum game -- It's all about me -- The cynic, the trustee, and the banker -- Revenge is sweet -- 10. The perils of the neurosociety -- The "office-obsessed" employee -- Identity by fMRI -- Neophrenology -- "A whole bunch of psychobabble" -- My brain made me vote for her -- Afterword -- Future directions -- Neuroethics : is this life worth living? -- Make me smarter -- The brain of an extrovert -- Questions and challenges -- Notes -- Index.
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