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Introduction: Laying the Groundwork for Sensory Logic. Chapter One. Fighting the Battle: How to Make the Case for the New Marketing Paradigm. Chapter Two. Rationality Redefined: How Cognition and Communication Actually Work. Chapter Three. Marketing Backed by Science: Applying Scientific Insights for Marketing Success. Chapter Four. The New Research: Understanding How Consumer Really View York Products. Chapter Five. Using Emotive Branding: How to Tap Into Consumers' Deepest Emotions. Chapter Six. Powerful Brand Story Design: Creating a Narrative that Will Solidify Consumer Devotion. Chapter Seven. Emotional Positioning: How to Sell Your Products Based on Their Emotional Resonance. Chapter Eight. Using Emotive Scripts: Tapping into Consumers' Emotional Memory Banks. Chapter Nine. Consumers' Evolutionary Needs: Appealing to Humans' Innate Desires. Chapter Ten. Looking Forward: How Science Will Continue to Benefit Marketing. Acknowledgements. Index.