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