Contents -- Foreword -- Preface -- Acknowledgements -- Part One Theoretical insights -- 01 The irrational consumer: introduction -- How the view of the rational consumer crumbled -- Hunter-gatherers in the shopping mall -- The irrational non-conscious -- Dual-process decisions -- The types of data that are hard to measure rationally -- How the irrational can be decoded -- How companies are using this data -- Summary -- Notes -- 02 The brain: attention, memory and emotion -- Attention -- Memory -- Emotion -- Embodied cognition -- Summary -- Notes -- 03 Neuroaesthetics -- Beauty -- Faces -- Colours -- Culture -- Eight neuro-principles and their implications -- Using neuro-principles -- Summary -- Notes -- 04 Behavioural economics -- Value is not rationally objective -- Ecological rationality -- Heuristics -- Nudges: small interventions with big effects -- Choice architecture and the 300 million button -- Summary -- Notes -- Part Two The new research tools -- 05 Guidelines for experiments -- Principles for neuro-testing -- Realism versus control -- Recruitment and cultural differences -- Benchmarking and normalizing -- Lab, online and real-world testing -- Interesting questions for experiments -- Summary -- Notes -- 06 Eye-Tracking -- How we see -- Detail versus gist -- Eye-trackers -- What draws the eye? -- Fixation predicts choice -- Pros and cons -- Summary -- Notes -- 07 Implicit response measures -- Implicit memory webs -- Academic underpinning -- The Implicit Association Test (IAT) -- Affective and evaluative priming tests -- Summary -- Notes -- 08 Facial action coding -- The six primary emotions -- Automated FACS (aFACS) -- What it is most useful for -- Summary -- Notes -- 09 Biometrics -- The nervous system -- Key biometric considerations -- Heart activity -- Skin conductance (GSR or EDR) -- Pupillometry -- Other measures.

Pros and cons of biometrics -- Summary -- Note -- 10 Neuro-measures -- fMRI -- EEG -- SST -- Summary -- Part Three Putting it all together -- 11 Computational neuroscience -- Predicting successful music and movies -- Predicting where you will look -- The maths of beauty -- What will be the role of computational neuroscience? -- Summary -- Notes -- 12 Smarter survey design -- Psychological limits to survey design -- Theory of planned behaviour -- Cognitive interviewing -- Creating smarter surveys -- Summary -- Notes -- 13 Combining techniques -- Some typical combinations -- Tracking combinations -- Parallel combinations -- Visualizing combined results -- Anatomy of an ad -- Combining vendors -- Combining with sales data -- Summary -- Note -- 14 Conclusions -- The future -- Limitations and ethical issues -- Narrow explanations could become locked in -- Doesn't measure longer-term reactions -- Glossary -- Further reading -- Index.