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David Lewis - Impulse Why We Do What We Do Without Knowing Why We Do It [2013][A]

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  Book Title: Impulse:
Why We Do What We Do Without Knowing Why We Do It	 	
  Book Author: David
Lewis (Author) 
   Hardcover: 336 pages
   Publisher: Harvard University Press (5 Nov 2013)
  
Language: English
   ISBN-10: 0674725492
   ISBN-13: 978-0674725492
  
  Book Description
  When you make a decision or form an opinion, you think you know
why. But you're wrong.
  The truth is that most of our mental activity actually happens below the level of
conscious thought. In this groundbreaking book, Dr David Lewis, director of the cutting-edge research agency Mindlab
International, explores this incredible phenomenon. Delving into the mysteries of the 'zombie brain' that each of us
possesses, he demonstrates how unconscious neurological processes underpin every aspect of our lives, from whether or
not we find someone sexually attractive to how we resist (or give in to) temptation. In the process he shows how finger
length is a reliable predictor of risk-taking behaviour, how seeing the logos of fast food chains can make you more
impatient, and how holding a warm drink makes you find strangers more likeable.
  Above all, he reveals the
practical applications of this emerging field of research, giving us insights into such diverse areas as child
development, anti-social activities like rioting, successful dieting, and even the ways that supermarkets make us spend
more. We may not be conscious of our impulses but it is clear that we can no longer afford to be ignorant of them.

 
  About the Author
  DR DAVID
LEWIS is founder and Director of Research at the independent research consultancy Mindlab International.
Dubbed the 'father of neuromarketing' for his pioneering studies analysing brain activity for research and commercial
purposes, he currently specialises in non-invasive techniques for measuring human responses under real life conditions.
He is the founding member of the Impulsivity Research Group (http://www.impulsive.me.uk/), which is dedicated to
researching the psychology, neurology and genetics of impulsive behaviour. 						

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