The Naked Brain: How the Emerging Neurosociety is Changing How We Live, Work, and Love

Richard Restak , Md

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Consider a world in which

• Marketers use brain scans to determine consumer interest in a product

• Politicians use brain-image-based profiles to target voters

• A test could determine your suitability for a job or to whom you will be romantically attracted

Far from science fiction, this “neurosociety”—a society in which brain science influences every aspect of daily life—is already here.

Innovative researchers and cutting-edge technology, like brain imaging and brain scanning devices, have revolutionized our understanding of how we process information, communicate, trust, sympathize, and love. However, scientists and doctors are not the only ones interested in the naked brain; advertisers, politicians, economists, and others are using the latest findings on the human brain to reshape our lives, from the bedroom to the boardroom.

Despite the potential benefits, there’s obvious peril in the promise. Richard Restak explores the troubling moral and legal dilemmas that arise from corporate and political applications of this new brain research. Someday we may live in a world where our choices, our professional and personal prospects, even our morals and ethics will be controlled by those armed with an elite understanding of the principles of neuroscience.

Eye-opening and provocative, The Naked Brain is a startling look at the impact such unprecedented access to our most secret thoughts and tendencies will have on all of us.

In The Naked Brain, bestselling author Richard Restak explores how the latest technology and research have exposed the brain and how we think, feel, remember, and socialize in unprecedented and often surprising ways. Now that knowledge is being used by doctors, advertisers, politicians, and others to influence and revolutionize nearly every aspect of our daily lives.

Restak is our guide to this neurosociety, a brave new world in which brain science influences our present and will even more tangibly shape our future. Citing social trends, shifts in popular culture, the rise and fall of products in the public favor, even changes in the American vernacular, The Naked Brain is an illuminating and often troubling investigation of the impending opportunities and dangers being created by the neuroscience revolution, and a revelation for anyone who ever wondered why they prefer Coke over Pepsi or Kerry over Bush.

What will you learn from this book

  1. Brain Anatomy and Structure: The book likely delves into the anatomy and structure of the brain, explaining the different regions and their functions.

  2. Neuroplasticity: Understanding the concept of neuroplasticity, which refers to the brain's ability to reorganize itself and form new neural connections throughout life.

  3. Cognitive Functions: Exploring different cognitive functions, such as memory, learning, perception, and decision-making, and how they are orchestrated by the brain.

  4. Emotional Regulation: The role of the brain in regulating emotions and how emotional well-being is connected to brain health.

  5. Brain Development: Insight into the development of the brain from infancy through adulthood, highlighting critical periods and milestones.

  6. Impact of Environment and Lifestyle: Discussing how environmental factors, lifestyle choices, and habits can influence brain health and cognitive performance.

  7. Neurological Disorders: Addressing common neurological disorders, their causes, and potential treatments, offering insights into conditions like Alzheimer's disease or Parkinson's disease.

  8. Brain-Body Connection: Examining the intricate connection between the brain and the rest of the body, including the role of the nervous system in overall health.

  9. Technological Advances: Discussing advancements in neuroscience and technology that contribute to our understanding of the brain, such as brain imaging techniques.

  10. Practical Tips for Brain Health: Providing practical advice and strategies for maintaining and enhancing brain health, including activities, habits, and lifestyle changes that support cognitive well-being.

Language English
ISBN-10 1400098084
ISBN-13 9781400098088
No of pages 255
Font Size Medium
Book Publisher Crown Publishers
Published Date 26 Sep 2006

About Author

Author : Richard Restak, Md

2 Books

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