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About the book
  • Published: 16 May 2013
  • ISBN: 9781448106769
  • Imprint: Cornerstone Digital
  • Format: EBook
  • Pages: 336

Impulse

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




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.

  • Pub date: 16 May 2013
  • ISBN: 9781448106769
  • Imprint: Cornerstone Digital
  • Format: EBook
  • Pages: 336

About the Author

David Lewis

Dr David Lewis is a neuropsychologist, director of research at Mindlab International, and the author of more than two dozen bestselling books. He is a Chartered Member of the British Psychological Society, a Fellow of the International Stress Management Association, and founder of Action on Phobias and Stresswatch; a non-profit charity advising companies on stress management. He has also been the on-screen consultant to Channel 4's acclaimed Secret Eaters diet programme.

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