This book focuses on recent neurological and psychological in-sights - originating from brain scanning or neurological experiments - on basic emotional processes in the brain and their role in controlling human behaviour. These insights are translated by the authors to cover the behaviour of ordinary individuals in every-day life. The book looks at these developments in the light of traditional cognitive theories of consumer choice and it discusses the im-plications for advertising and other communication testing. This book is aimed at readers interested in advanced consumer behaviour theories, both graduate students in their final year and practitioners with an MBA or similar background. It offers a first time thorough review of contemporary thinking in the field of consumer be-haviour and an exhaustive amount of empirical evidence to support the authors' notion of an emerg-ing paradigm of emotionally based consumer choice where mental brand equity becomes a central phenomenon. The empirical evidence is to a large extent developed on a questionnaire-based measurement method, pioneered by the authors and by researchers at the Center for Marketing Commu-nication at the Copenhagen Business School.