As a result, the world's largest and most sophisticated companies are applying the latest advances in neuroscience to create brands, products, package designs, marketing campaigns, store environments, and much more, that are designed to appeal directly and powerfully to our brains.The Buying Brain offers an in-depth exploration of how cutting-edge neuroscience is having an impact on how we make, buy, sell, and enjoy everything, and also probes deeper questions on how this new knowledge can enhance customers' lives. The Buying Brain gives you the key to - Brain-friendly product concepts, design, prototypes, and formulation - Highly effective packaging, pricing, advertising, and in-store marketing - Building stronger brands that attract deeper consumer loyaltyA highly readable guide to some of today's most amazing scientific findings, The Buying Brain is your guide to the ultimate business frontier - the human brain.

    The now-classic "Adaptation to Life" reported on the men's lives up to age 55 and helped us understand adult maturation. Now George Vaillant follows the men into their nineties, documenting for the first time what it is like to flourish far beyond conventional retirement.Reporting on all aspects of male life, including relationships, politics and religion, coping strategies, and alcohol use (its abuse being by far the greatest disruptor of health and happiness for the study's subjects), "Triumphs of Experience" shares a number of surprising findings. For example, the people who do well in old age did not necessarily do so well in midlife, and vice versa. While the study confirms that recovery from a lousy childhood is possible, memories of a happy childhood are a lifelong source of strength. Marriages bring much more contentment after age 70, and physical aging after 80 is determined less by heredity than by habits formed prior to age 50. The credit for growing old with grace and vitality, it seems, goes more to ourselves than to our stellar genetic makeup.

    Cacioppo’s groundbreaking research topples one of the pillars of modern medicine and psychology: the focus on the individual as the unit of inquiry. By employing brain scans, monitoring blood pressure, and analyzing immune function, he demonstrates the overpowering influence of social context—a factor so strong that it can alter DNA replication. He defines an unrecognized syndrome—chronic loneliness—brings it out of the shadow of its cousin depression, and shows how this subjective sense of social isolation uniquely disrupts our perceptions, behavior, and physiology, becoming a trap that not only reinforces isolation but can also lead to early death. He gives the lie to the Hobbesian view of human nature as a “war of all against all,” and he shows how social cooperation is, in fact, humanity’s defining characteristic. Most important, he shows how we can break the trap of isolation for our benefit both as individuals and as a society.

    In other words, we have what Julia Galef calls a soldier mindset. From tribalism and wishful thinking, to rationalizing in our personal lives and everything in between, we are driven to defend the ideas we most want to believe--and shoot down those we don't.But if we want to get things right more often, argues Galef, we should train ourselves to have a scout mindset. Unlike the soldier, a scout's goal isn't to defend one side over the other. It's to go out, survey the territory, and come back with as accurate a map as possible. Regardless of what they hope to be the case, above all, the scout wants to know what's actually true.In The Scout Mindset, Galef shows that what makes scouts better at getting things right isn't that they're smarter or more knowledgeable than everyone else. It's a handful of emotional skills, habits, and ways of looking at the world--which anyone can learn. With fascinating examples ranging from how to survive being stranded in the middle of the ocean, to how Jeff Bezos avoids overconfidence, to how superforecasters outperform CIA operatives, to Reddit threads and modern partisan politics, Galef explores why our brains deceive us and what we can do to change the way we think.

    Using careful arguments and ingenious thought-experiments, the author exposes familiar preconceptions and hobbling institutions.This collection of 17 essays by the author offers a comprehensive theory of mind, encompassing traditional issues of consciousness and free will. Using careful arguments and ingenious thought-experiments, the author exposes familiar preconceptions and hobbling institutions. The essays are grouped into four sections: Intentional Explanation and Attributions of Mentality; The Nature of Theory in Psychology; Objects of Consciousness and the Nature of Experience; and Free Will and Personhood.

    On the other hand, if you do the opposite, you may yet join the ranks of happy people everywhere!There are stacks upon stacks of self-help books that will promise you love, happiness, and a fabulous life. But how can you pinpoint the exact behaviors that cause you to be miserable in the first place? Sometimes when we’re depressed, or just sad or unhappy, our instincts tell us to do the opposite of what we should—such as focusing on the negative, dwelling on what we can’t change, isolating ourselves from friends and loved ones, eating junk food, or overindulging in alcohol. Sound familiar?This tongue-in-cheek guide will help you identify the behaviors that make you unhappy and discover how you—and only you—are holding yourself back from a life of contentment. You’ll learn to spot the tried-and-true traps that increase feelings of dissatisfaction, foster a lack of motivation, and detract from our quality of life—as well as ways to avoid them.So, get ready to live the life you want (or not?) This fun, irreverent guide will light the way.

    Our passions and talents may actually surprise us. In Mindshift, Barbara Oakley tells the stories of people who have overcome learning "handicaps" of all kinds—such as Imposter's Syndrome and advancing age—and shows how we can turn perceived weaknesses into strengths. For example, people may feel like they're at a disadvantage if they pursue a new field later in life; yet those who change careers can be fertile cross-pollinators—they bring valuable insights from one discipline to another. The power of simple persistence in building talent is also often underestimated. Dr. Oakley reveals the latest neuroscientific insights into how our brains change when we learn something new. She shares strategies for learning that are backed by brain science, including practical exercises to apply in our own lives.

    The world around you is pulling your strings, shaping your innermost instincts and your most private thoughts. And you don't even realize it.Every day and in all walks of life, we overlook the enormous power of situations, of context in our lives. That's a mistake, says Sam Sommers in his provocative new book. Just as a museum visitor neglects to notice the frames around paintings, so do people miss the influence of ordinary situations on the way they think and act. But frames- situations- do matter. Your experience viewing the paintings wouldn't be the same without them. The same is true for human nature.In Situations Matter, Sommers argues that by understanding the powerful influence that context has in our lives and using this knowledge to rethink how we see the world, we can be more effective at work, at home, and in daily interactions with others. He describes the pitfalls to avoid and offers insights into making better decisions and smarter observations about the world around us.

    Rather, other factors can be even more crucial such as identifying our passions and following through on our commitments.Drawing on her own powerful story as the daughter of a scientist who frequently bemoaned her lack of smarts, Duckworth describes her winding path through teaching, business consulting, and neuroscience, which led to the hypothesis that what really drives success is not genius, but a special blend of passion and long-term perseverance. As a professor at the University of Pennsylvania, Duckworth created her own character lab and set out to test her theory.Here, she takes readers into the field to visit teachers working in some of the toughest schools, cadets struggling through their first days at West Point, and young finalists in the National Spelling Bee. She also mines fascinating insights from history and shows what can be gleaned from modern experiments in peak performance. Finally, she shares what she's learned from interviewing dozens of high achievers; from JP Morgan CEO Jamie Dimon to the cartoon editor of The New Yorker to Seattle Seahawks Coach Pete Carroll.Winningly personal, insightful, and even life-changing, Grit is a book about what goes through your head when you fall down, and how that not talent or luck makes all the difference.

    As a Special Agent for the FBI’s National Security Division’s Behavioral Analysis Program, Dr. Jack Schafer developed dynamic and breakthrough strategies for profiling terrorists and detecting deception. Now, Dr. Schafer has evolved his proven-on-the-battlefield tactics for the day-to-day, but no less critical battle of getting people to like you. In The Like Switch, he presents these techniques for how you can influence, attract, and win people over. Learn how to think and react like your favorite TV investigators from Criminal Minds or CSI as Dr. Schafer shows you how to improve your LQ (Likeability Quotient), “spot the lie” both in person and online, master nonverbal cues that influence how people perceive you, and turn up or turn down the intensity of a relationship. Dr. Schafer cracks the code on making great first impressions, building lasting relationships, and understanding others’ behavior to learn what they really think about you. With tips and techniques that hold the key to taking control of your communications, interactions, and relationships, The Like Switch shows you how to read others and get people to like you for a moment or a lifetime.

    The leading thinker on the topic of power, Pfeffer here distills his wisdom into an indispensable guide.” —Jim Collins, author of New York Times bestselling author Good to Great and How the Mighty FallSome people have it, and others don’t. Jeffrey Pfeffer explores why, in Power.One of the greatest minds in management theory and author or co-author of thirteen books, including the seminal business-school text Managing With Power, Jeffrey Pfeffer shows readers how to succeed and wield power in the real world.

    It is believed that we must commit 10,000 hours to master a skill.  According to Lieberman, each of us has spent 10,000 hours learning to make sense of people and groups by the time we are ten.  Social argues that our need to reach out to and connect with others is a primary driver behind our behavior.  We believe that pain and pleasure alone guide our actions.  Yet, new research using fMRI – including a great deal of original research conducted by Lieberman and his UCLA lab -- shows that our brains react to social pain and pleasure in much the same way as they do to physical pain and pleasure.  Fortunately, the brain has evolved sophisticated mechanisms for securing our place in the social world.  We have a unique ability to read other people’s minds, to figure out their hopes, fears, and motivations, allowing us to effectively coordinate our lives with one another.  And our most private sense of who we are is intimately linked to the important people and groups in our lives.  This wiring often leads us to restrain our selfish impulses for the greater good.  These mechanisms lead to behavior that might seem irrational, but is really just the result of our deep social wiring and necessary for our success as a species.   Based on the latest cutting edge research, the findings in Social have important real-world implications.  Our schools and businesses, for example, attempt to minimalize social distractions.  But this is exactly the wrong thing to do to encourage engagement and learning, and literally shuts down the social brain, leaving powerful neuro-cognitive resources untapped.  The insights revealed in this pioneering book suggest ways to improve learning in schools, make the workplace more productive, and improve our overall well-being.

    Surprisingly, many of these ideas remain unknown to most of us.     In Mindware, the world-renowned psychologist Richard Nisbett presents these ideas in clear and accessible detail, offering a tool kit for better thinking and wiser decisions. He has made a distinguished career of studying and teaching such powerful problem-solving concepts as the law of large numbers, statistical regression, cost-benefit analysis, sunk costs and opportunity costs, and causation and correlation, probing how best to teach others to use them effectively in their daily lives.      In this groundbreaking book, he shows that a course in a given field--statistics or economics, for example--often doesn't work as well as a few minutes of more practical instruction in analyzing everyday situations. Mindware shows how to reframe common problems in such a way that these powerful scientific and statistical concepts can be applied to them. The result is an enlightening and practical guide to the most powerful tools of reasoning ever developed--tools that can easily be used to make better professional, business and personal decisions.

    How long should it take before you stop having to force it and start doing it automatically?The surprising answers are found in Making Habits, Breaking Habits, a psychologist's popular examination of one of the most powerful and under-appreciated processes in the mind. Although people like to think that they are in control, much of human behavior occurs without any decision-making or conscious thought.Drawing on hundreds of fascinating studies, psychologist Jeremy Dean busts the myths to finally explain why seemingly easy habits, like eating an apple a day, can be surprisingly difficult to form, and how to take charge of your brain's natural “autopilot” to make any change stick.Witty and intriguing, Making Habits, Breaking Habits shows how behavior is more than just a product of what you think. It is possible to bend your habits to your will—and be happier, more creative, and more productive.

    Forget short-term symptoms like Donald Trump and Brexit, it is innovation itself that explains them and that will itself shape the 21st century for good and ill. Yet innovation remains a mysterious process, poorly understood by policy makers and businessmen, hard to summon into existence to order, yet inevitable and inexorable when it does happen.Matt Ridley argues in this book that we need to change the way we think about innovation, to see it as an incremental, bottom-up, fortuitous process that happens to society as a direct result of the human habit of exchange, rather than an orderly, top-down process developing according to a plan. Innovation is crucially different from invention, because it is the turning of inventions into things of practical and affordable use to people. It speeds up in some sectors and slows down in others. It is always a collective, collaborative phenomenon, not a matter of lonely genius. It is gradual, serendipitous, recombinant, inexorable, contagious, experimental and unpredictable. It happens mainly in just a few parts of the world at any one time. It still cannot be modelled properly by economists, but it can easily be discouraged by politicians. Far from there being too much innovation, we may be on the brink of an innovation famine.Ridley derives these and other lessons, not with abstract argument, but from telling the lively stories of scores of innovations, how they started and why they succeeded or in some cases failed. He goes back millions of years and leaps forward into the near future. Some of the innovation stories he tells are about steam engines, jet engines, search engines, airships, coffee, potatoes, vaping, vaccines, cuisine, antibiotics, mosquito nets, turbines, propellers, fertiliser, zero, computers, dogs, farming, fire, genetic engineering, gene editing, container shipping, railways, cars, safety rules, wheeled suitcases, mobile phones, corrugated iron, powered flight, chlorinated water, toilets, vacuum cleaners, shale gas, the telegraph, radio, social media, block chain, the sharing economy, artificial intelligence, fake bomb detectors, phantom games consoles, fraudulent blood tests, faddish diets, hyperloop tubes, herbicides, copyright and even – a biological innovation -- life itself.