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Impulse: Why We Do What We Do Without Knowing Why We Do It by Dr David Lewis at Abbey's Bookshop,
Impulse: Why We Do What We Do Without Knowing Why We Do It
— —
Dr David Lewis

Impulse

Why We Do What We Do Without Knowing Why We Do It

Dr David Lewis

$22.99

Paperback

Not in-store but you can order this
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English
Random House Books
03 March 2014
Sociology; Psychology; Sales & marketing; Neurosciences
Whether it's falling in love, shopping or overeating, why can't we help acting on impulse?

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.
By:  
Imprint:   Random House Books
Country of Publication:   United Kingdom
Dimensions:   Height: 198mm,  Width: 129mm,  Spine: 21mm
Weight:   235g
ISBN:   9781847946867
ISBN 10:   1847946860
Pages:   336
Publication Date:  
Audience:   College/higher education ,  Professional and scholarly ,  General/trade ,  Primary ,  Undergraduate
Format:   Paperback
Publisher's Status:   Active

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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