The book is designed to impart and convey knowledge as well as understanding of the range of biometric technologies and cybertechnologies, while also stressing their advantages and disadvantages. The authors aim to develop an appreciation for and breadth of knowledge that spans the full range of neuroscience sub-disciplines, including behavioural, cognitive, and computational neuroscience. Furthermore, the content of the book is geared to be able to place neuroscience into an ethical context, especially how studying the brain and behaviour can contribute to the resolution of ethical, social, and environmental issues.

At any given moment, our brains are bombarded with enormous amounts of information. External stimuli from the senses travel through our eyes, nose, or skin, and internal reflections and imagery travel from within. All these stimuli are processed in parallel and compete with each other to become the one single percept which we are aware of at a present moment. This book studies the ways by which this competition is resolved in our brain, the mechanisms and methods which allow the brain to select from this load of information, and the process of selection of one thoughts to reach our consciousness. The book describes various techniques used to identify the stimuli which capture our attention and affect our decisions, a variety of studies conducted in healthy subjects as well as subjects with various neurological and psychiatric disorders (autism; subject lacking the bridge connecting the two hemispheres in our brain; a subject with no emotions, subjects who cannot see faces, and patients undergoing brain surgery). The book described the process of understand the ways by which we choose 'what to see' and 'what to become aware of' in the world.

A comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services. Contrary to the assumptions of economists, consumers are not always rational actors who make decisions in their own best interests. The new field of behavioral economics draws on the insights of psychology to study non-rational decision making. The newer field of consumer neuroscience draws on the findings, tools, and techniques of neuroscience to understand how consumers make judgments and decisions. This book is the first comprehensive treatment of consumer neuroscience, suitable for classroom use or as a reference for business and marketing practitioners. After an overview of the field, the text offers the background on the brain and physiological systems necessary for understanding how they work in the context of decision making and reviews the sensory and perceptual mechanisms that govern our perception and experience. Chapters by experts in the field investigate tools for studying the brain, including fMRI, EEG, eye-tracking, and biometrics, and their possible use in marketing. The book examines the relation of attention, memory, and emotion to consumer behavior; cognitive factors in decision making; and the brain's reward system. It describes how consumers develop implicit associations with a brand, perceptions of pricing, and how consumer neuroscience can encourage healthy behaviors. Finally, the book considers ethical issues raised by the application of neuroscience tools to marketing. Contributors Fabio Babiloni, Davide Baldo, David Brandt, Moran Cerf, Yuping Chen, Patrizia Cherubino, Kimberly Rose Clark, Maria Cordero-Merecuana, William A. Cunningham, Manuel Garcia-Garcia, Ming Hsu, Ana Iorga, Philip Kotler, Carl Marci, Hans Melo, Kai-Markus Muller, Brendan Murray, Ingrid L. C. Nieuwenhuis, Graham Page, Hirak Parikh, Dante M. Pirouz, Martin Reimann, Neal J. Roese, Irit Shapira-Lichter, Daniela Somarriba, Julia Trabulsi, Arianna Trettel, Giovanni Vecchiato, Thalia Vrantsidis, Sarah Walker