Shape the consumer's mindset using insights from neuroscience to trigger purchasing behavior that maps to their intention to buy sustainable products and services.

Chapter - 00: Introduction; Chapter - 01: Conscious Resource Limits and Mental Shortcuts; Chapter - 02: Reward Anticipation and Approach Motivation; Chapter - 03: Habits and their Triggers Along the Path to Purchase; Chapter - 04: Making it Easier to Change Habitual Behaviors; Chapter - 05: The Role of Policy in Incentivizing Consumption Changes; Chapter - 06: Reprogramming the "Behavioral Immune System"; Chapter - 07: Using Social Norms to Accelerate and Sustain Behavior Change; Chapter - 08: Overcoming Resistance to Behavior Change; Chapter - 09: Conclusion

Michael E. Smith is an applied cognitive neuroscientist and consumer insights professional with over three decades of research experience in the human brain and behavioral sciences. He is Principal Scientist and Founder of Adaptation Research and is based in La Jolla, California. He previously served as Vice President of Consumer Neuroscience at Nielsen and was President of CorTechs Labs Inc. He was also Program Officer in Cognitive Neuroscience at the US National Science Foundation. He has held numerous research and teaching positions, written for peer-reviewed journals and trade publications, and speaks at industry conferences.