NAKED BRAIN, THE

　　Consider a world in which　　? Marketers use brain scans to determine consumer interest in aproduct　　? Politicians use brain-image-based profiles to targetvoters　　? A test could determine your suitability for a job or to whomyou will be romantically attracted　　Far from science fiction, this “neurosociety”—a society in whichbrain science influences every aspect of daily life—is alreadyhere.　　Innovative researchers and cutting-edge technology, like brainimaging and brain scanning devices, have revolutionized ourunderstanding of how we process information, communicate, trust,sympathize, and love. However, scientists and doctors are not theonly ones interested in the naked brain; advertisers, politicians,economists, and others are using the latest findings on the humanbrain to reshape our lives, from the bedroom to theboardroom.　　Despite the potential benefits, there’s obvious peril in thepromise. Richard Restak explores the troubling moral and legaldilemmas that arise from corporate and political applications ofthis new brain research. Someday we may live in a world where ourchoices, our professional and personal prospects, even our moralsand ethics will be controlled by those armed with an eliteunderstanding of the principles of neuroscience.　　Eye-opening and provocative, The Naked Brain is a startling lookat the impact such unprecedented access to our most secret thoughtsand tendencies will have on all of us.　　In The Naked Brain, bestselling author Richard Restak exploreshow the latest technology and research have exposed the brain andhow we think, feel, remember, and socialize in unprecedented andoften surprising ways. Now that knowledge is being used by doctors,advertisers, politicians, and others to influence and revolutionizenearly every aspect of our daily lives.　　Restak is our guide to this neurosociety, a brave new world inwhich brain science influences our present and will even moretangibly shape our future. Citing social trends, shifts in popularculture, the rise and fall of products in the public favor, evenchanges in the American vernacular, The Naked Brain is anilluminating and often troubling investigation of the impendingopportunities and dangers being created by the neurosciencerevolution, and a revelation for anyone who ever wondered why theyprefer Coke over Pepsi or Kerry over Bush.　　From the Hardcover edition.