Far from science fiction,this “neurosociety”—asociety in which brain science influences every aspect of life－is already here.
In The Naked Brain,bestselling author Richard explores how the latest technology and research have exposed the brain and how we think ,feel ,remember,and socialize in unprecedented and often surprising ways.Now that knowledge is being used by doctos,advertisers,politicians, and others to influence and revolrtionize nearly every aspect of our daily lives.
Eye-opening and provocative, The Naked Brain is a startling look at fht impact that such umique access to our most secret thoughts and tendencies will have on all of us.
1 The Emergence of the Neurosociety
Brain Imaging:Peering into Bertino's Brain
Everything You'll Need to Know About Brain
The Frontal Lobes of Jongathan 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-Turth 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
Mprphing Marilyn Monroe
How Our Brain Resonates to the Emotions of Others:Emotional Contagion
The Empathy of Infants
The Chamelen 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 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 thd 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
