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Acknowledgements ix
1 Motivations implicit and explicit 1
Part I Notes on attitude 13
2 Small things can make a difference 15
3 Measuring attitudes to sustainability: easily, consciously and wrongly? 27
4 The man who changed a fortune cookie and started a revolution 39
5 The missing ingredient is now available 47
6 Uncovering implicit attitudes to carbon footprints 63
7 Unconscious eye movements and what the brain sees 75
Part II Notes on habits 97
8 Eden reclaimed 99
9 Old habits 111
Part III Notes on dissociation 123
10 In two minds 125
11 Speech and revealing movement 137
12 In search of the green fakers (in search of myself) 155
13 Taking big risks 185
Part IV Emotion and thought 201
14 An inconvenient truth? 203
15 Reaching boiling point? 225
16 Some conclusions and some action plans 239
References 247
Index 257
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