investing as much effort as he did teaching neuroscience to a physicist. I owe this book to his mentorship and generosity of spirit.
As always, I would also like to thank Susan Ginsburg, my agent, friend, critic, advocate, and cheerleader extraordinaire, and my editor Edward Kastenmeier for his steady guidance, patience, and clear view of the book’s vision. And to their colleagues, Dan Frank, Stacy Testa, Emily Giglierano, and Tim O’Connell, for their advice, support, and problem-solving skills. I’d also like to thank my wonderful copy editor, Bonnie Thompson, for keeping me in line. Finally, thanks to those who read and commented on parts of the book. To Donna Scott, my wife and in-house editor, who read version after version and always provided honest and very perceptive input, and never threw the manuscript at me, no matter how many drafts I asked her to read; to Beth Rashbaum, whose sage editorial advice I also treasure; to Ralph Adolphs, who over many a beer gave profound input regarding the scientific content; and to all those other friends and colleagues who read part or all of the manuscript and provided useful suggestions and input. They include: Christof, Ralph, Antonio, Mike, Michael Hill, Mili Milosavljevic, Dan Simons, Tom Lyon, Seth Roberts, Kara Witt, Heather Berlin, Mark Hillery, Cynthia Harrington, Rosemary Macedo, Fred Rose, Todd Doersch, Natalie Roberge, Alexei Mlodinow, Jerry Webman, Tracey Alderson, Martin Smith, Richard Cheverton, Catherine Keefe, and Patricia McFall. And finally to my family, for their love and support, and for all the times they held dinner an extra hour or two until I got home.
Notes
PROLOGUE
1. Joseph W. Dauben, “Peirce and the History of Science,” in
2. Charles Sanders Peirce, “Guessing,”
3. Ran R. Hassin et al., eds.,
4. T. Sebeok with J. U. Sebeok, “You Know My Method,” in Thomas A. Sebeok,
5. Carl Jung, ed.,
6. Thomas Naselaris et al., “Bayesian Reconstruction of Natural Images from Human Brain Activity,”
7. Kevin N. Ochsner and Matthew D. Lieberman, “The Emergence of Social Cognitive Neuroscience,”
1. THE NEW UNCONSCIOUS
1. Yael Grosjean et al., “A Glial Amino-Acid Transporter Controls Synapse Strength and Homosexual Courtship in
2. Ibid.
3. Boris Borisovich Shtonda and Leon Avery, “Dietary Choice in
4. S. Spinelli et al., “Early Life Stress Induces Long-Term Morphologic Changes in Primate Brain,”
5. David Galbis-Reig, “Sigmund Freud, MD: Forgotten Contributions to Neurology, Neuropathology, and Anesthesia,”
6. Timothy D. Wilson,
7. See “The Simplifier: A Conversation with John Bargh,”
8. John A. Bargh, ed.,
9. Scientists have found little evidence of the Oedipus complex or penis envy.
10. Heather A. Berlin, “The Neural Basis of the Dynamic Unconscious,”
11. Daniel T. Gilbert, “Thinking Lightly About Others: Automatic Components of the Social Inference Process,” in
12. John F. Kihlstrom et al., “The Psychological Unconscious: Found, Lost, and Regained,”
13. John T. Jones et al., “How Do I Love Thee? Let Me Count the Js: Implicit Egotism and Interpersonal Attraction,”
14. N. J. Blackwood, “Self-Responsibility and the Self-Serving Bias: An fMRI Investigation of Causal Attributions,”
15. Brian Wansink and Junyong Kim, “Bad Popcorn in Big Buckets: Portion Size Can Influence Intake as Much as Taste,”
16. Brian Wansink, “Environmental Factors That Increase Food Intake and Consumption Volume of Unknowing Consumers,”
17. Brian Wansink et al., “How Descriptive Food Names Bias Sensory Perceptions in Restaurants,”
18. Norbert Schwarz et al., “When Thinking Is Difficult: Metacognitive Experiences as Information,” in
19. Benjamin Bushong et al., “Pavlovian Processes in Consumer Choice: The Physical Presence of a Good Increases Willingness-to-Pay,”
20. Vance Packard,
21. Adrian C. North et al., “In-Store Music Affects Product Choice,”
22. Donald A. Laird, “How the Consumer Estimates Quality by Subconscious Sensory Impressions,”
23. Robin Goldstein et al., “Do More Expensive Wines Taste Better? Evidence from a Large Sample of Blind Tastings,”
24. Hilke Plassmann et al., “Marketing Actions Can Modulate Neural Representations of Experienced