Cover -- Title page -- Copyright page -- Contents -- Foreword -- Preface -- 1: Decision Science -- Let there be light! -- Decision science and economics merge -- A science-based framework for marketing -- The (almost) unlimited capacity of the autopilot -- What fires together wires together -- Framing - the autopilot frames our experience -- Why we underestimate the influence of the implicit level -- Decoding the autopilot -- 2: The Moment of Truth -- The neuro-logic of a purchase decision -- How to increase value -- Price can increase perceived value -- Language can increase perceived value -- Reducing perceived cost -- Money is not the only cost -- Value-cost relation is relative -- Occasion-based marketing -- 3: Decoding the Interface -- The power of perception -- The eye is not a camera -- Recognition - what is it? -- Recognition is also based on contextual cues -- Concepts - what does it stand for? -- New and consistent - squaring the circle? -- Value-based attention: What we want is what we see -- The 'pop-out' effect - attention is also triggered by contrast -- Perceptual fluency adds value -- Faces are of high value -- Price sensor - the sixth sense -- 4: Optimizing the Path to Purchase -- Decision interfaces influence purchase decisions: a visit to the canteen -- Interfaces change behaviour without changing minds -- Incremental innovations with huge impact -- Principles of persuasive decision interfaces -- Tangibility - no signal no action -- Immediacy - I want it NOW! -- Certainty - the bird in the hand -- How it all works together -- Heuristics work internationally -- 5: Goals -- Goal value - the driver of motivated behaviour -- Goals drive attention -- Implicit goal pursuit: goals can be activated and monitored on autopilot -- Relevance - purchase as a means to an end -- Brands serve consumer goals.

We buy expected goal achievement -- The two levels of goal value -- Decoding implicit goals -- Maximizing relevance and differentiation: goal-based brand propositions -- 6: From Positioning to Touchpoints -- Closing the implementation gap -- Why 'emotion' does not help -- Goals guide implementation because they are linked to signals -- People buy categories first -- Guidance beyond formalism -- degree - how to avoid goal dilution -- Borrowed memory - the source of objectivity -- Borrowed memories are culture specific -- Baked in - signals determine credibility -- The bottom-up approach to credible propositions -- Embodied cognition - our body thinks as well -- Closing Remarks -- Acknowledgements -- Recommended Reading -- Index.