Foreword 18
Part I How the Brain (and This Book) Work 20
Chapter 1 Unlocking the Secrets of the Brain 21
Chapter 2 Businesses and Brands 27
Chapter 3 Important Brain Stuff 36
Chapter 4 How to Use This Book 44
Part II Concepts 52
Chapter 5 Framing 53
Chapter 6 Priming 62
Chapter 7 Anchoring and Adjustment 77
Chapter 8 Relativity 84
Chapter 9 Loss Aversion 91
Chapter 10 Scarcity 102
Chapter 11 Herding 109
Chapter 12 Social Proof 117
Chapter 13 NUDGES and Choice Architecture 126
Chapter 14 Paradox of Choice 141
Chapter 15 Partitioning 149
Chapter 16 Pain of Paying 158
Chapter 17 Surprise and Delight 166
Chapter 18 Peak-End Rule 175
Chapter 19 Habits 180
Chapter 20 Reciprocity 189
Part III How to Use This Stuff 200
Chapter 21 Behavioral Baking 201
Chapter 22 The Truth About Pricing 208
Chapter 23 How to Sell More of the Right Stuff 218
Chapter 24 A Series of Small Steps 229
Chapter 25 May I Take Your Order? 237
Chapter 26 What Problem Are You Solving? 243
Chapter 27 The Power of Novelty and Story 252
Chapter 28 Test, Test Test 259
Part IV Don't Get Stuck 272
Chapter 29 The Forces Against You 273
Chapter 30 Who Am I To…? 280
Afterword 284
Acknowledgements 286
Notes 289
About the Author 298