Foreword ix Preface xi Acknowledgments xv About the Author xvii Part I Being at Ease 1 Chapter 1 Money and Me 3 My Money Personality 4 The Big Five Personality Traits 13 Money and Me 16 Notes 17 Part II The Tension Caused by Impulsiveness 19 Chapter 2 Thrills, Ego, and Impulse: Is It Bad? Is It Me? 21 What Is Impulsiveness? 21 What about Impulse? 26 Keeping Impulse and Impulsiveness at Tension 34 The Impulse Meter 36 Notes 37 Chapter 3 Impulsiveness and Our Brain: Dopamine and the Reward Network 39 Impulsiveness and Dopamine 39 Dopamine Neurons 40 Dopamine and the Trader 41 Dopamine Withdrawal Symptoms 42 Novelty-Seeking Gene? 44 Dopamine's Engine Room and Neuronetwork 45 Notes 49 Chapter 4 Beating Impulsiveness 51 Taut and Alert 51 The Effect of Serotonin 52 The Right Brain Comes to the Rescue 55 Engaging the Rational Brain 57 Setting Rules and Sticking to Them 60 Emotional Pain and Fear 63 In Conflict 66 Brain Loop 67 Be Open 69 Play Your Own Game 71 Notes 71 Part III The Tension of Fear73 Chapter 5 How Did Fear Get Here? Expectations, Letdowns, and Anxiety 75 A Big Expectation 75 A Clean Slate? 77 Prevalent Fears 78 Personal Fears 88 Notes 99 Chapter 6 Are Fears Bad? Fear Takes the Role You Give It 101 Passing Up Good, Profitable Opportunities 101 Buying at the Top 102 Buying Products with High Yields 103 Counterproductive Trading 105 Unnecessary Protections 106 Fear Incapacitates 107 Inability to Accept Losses 110 Fear Causes Brain Freeze 111 The Costs of Fear 112 Notes 113 Chapter 7 Reacquaint Yourself with Fear: Been Burnt, Done That 115 The Pandora's Box of Fear 115 The Engine Room of Fear 116 The Process of Fear 118 The Making of Fear Memories 118 How Real Are Memories? 119 Recreating Trading Memories 122 Other Fear Management Techniques 126 Notes 131 Part IV Instincts Held in Tension 133 Chapter 8 Emotions and Beliefs: Who Is in Control? What Is Real? 135 Emotions 135 What Are Emotions? 136 The Emotional Neuronetwork 137 Value of Emotions 138 Emotional Expression of Goals 141 Our Beliefs: The Unspoken Goal 144 Instinct Encapsulates All 148 Notes 149 Chapter 9 Expressions of Instincts: Are Your Instincts Undervalued? 151 A Culture of Anti-Instinct 151 Your Instinct Awaits 153 Expressing Instincts 154 The Emotional Brain and Instincts 155 Instincts in Trading 156 From Instincts to Mimicry 158 Mirror Neurons in Trading 160 The Workings of Mirror Neurons 161 Practice Instincts 162 Avoid Instinct Killers 162 Avoiding Anti-Instincts 173 Notes 174 Chapter 10 Nurturing Your Skills in NeuroInvesting: What Is Your Mental Personality? 177 How to Be an Excellent Instinctual Investor 177 NeuroInvesting Is a Journey 186 Notes 187 Chapter 11 Summary of the 12 NeuroInvesting Trading Strategies 189 Appendix A Big Five Inventory Questionnaire (Adapted) 191 Appendix B Barratt Impulsiveness Scale (Revised) 197 Appendix C T he Maudsley Medical Questionnaire 201 Appendix D Word Connection List 203 Appendix E Body Perception Questionnaire 205 Index 213.