Dear reader,

We are pleased that you are working with the new edition and have now found your way from the book to the additional material provided for chapter 3.

At selected points in the text, the ✚ symbol and a short title refer to the relevant additional material.

Here you will find the list of contributions to Chapter 3 :

• 3-1: Emotions from a neuro-psychological perspective

• 3-2: Telecoms advertising - importance of mirror neurons for emotional reactions

• 3-3: „Means End“ theory and laddering technique

• 3-4: Measuring implicit attitudes using the implicit association test (IAT)

• 3-5: Selective perception: The invisible gorilla

• 3-6: Subjective perception: Are two tables identical or not?

• 3-7: The eye eats too: Visual perception influences our feeling of hunger

• 3-8: Febreze: Importance of habitualised decisions for marketing

• 3-9: Emotional conditioning with scent