Their task? To evaluate the effectiveness of a marketing campaign for a grooming product that retails for less than $15.00."The Brain Sell," praised as the new "Hidden Persuaders," is the inside story of how our rapidly evolving understanding of the brain plays into the advertising, marketing, and retailing industry. With the emergence of Big Data mining, the "persuasion industry" is more prominent than ever. David Lewis, PhD, internationally renowned researcher, brings science to shoppingmapping the brain and the body to explore the sensitivities in our minds and discover how we select and buy. Gone are the days of traditional salesmanshipin the United Kingdom and United States alone, $313 billion is spent annually on subliminal messaging and measuring consumers' subconscious reactions to the color of a child's toy, the smell of a store's interior, or the font of the smallest letter on a soup can. Lewis repeatedly surprises with secrets from the advertising and marketing industries, revealing the scientific strategies used to evaluate and manipulate consumer response. An enlightening read for marketers and advertisers and an urgently important one for anyone who considers themselves a "smart shopper." "The Brain Sell" shows that even after the product is on the shelf and the commercial is over, the sales pitch goes on.David Lewis, PhD, a neuropsychologist, is founder and director at the independent research consultancy Mindlab International based at the University of Sussex. Additionally, he is a psychologist, an international lecturer, and acclaimed author, most recently of "Impulse" (Harvard University Press). Dubbed the "father of neuromarketing" for his pioneering studies of analyzing brain activity for research and commercial purposes, he currently specializes in noninvasive techniques for measuring human responses under real life conditions."

    Intended for professionals and students, this work offers guidance in the designing and operating of processing units.

    

    It explains how it was a premeditated, orchestrated deception, using science to impose a political agenda. It fooled a majority including most scientists. They assumed that other scientists would not produce science for a political agenda. German Physicist and meteorologist Klaus-Eckart Puls finally decided to look for himself. Here is what he discovered. Ten years ago I simply parroted what the IPCC told us. One day I started checking the facts and data—first I started with a sense of doubt but then I became outraged when I discovered that much of what the IPCC and the media were telling us was sheer nonsense and was not even supported by any scientific facts and measurements. To this day I still feel shame that as a scientist I made presentations of their science without first checking it.…scientifically it is sheer absurdity to think we can get a nice climate by turning a CO2 adjustment knob. This book uses the same approach used in investigative journalism. It examines the Who, What, Where, When, Why, and How.

    She entered Ah-gwah-ching State Sanatorium at Walker, Minnesota, for what she thought would be a short stay. In January, her tuberculosis spread, and she nearly died. Her recovery required many months of bed rest and medical care.Marilyn loved to write, and the story of her three-year residency at the sanatorium is preserved in hundreds of letters that she mailed back home to her parents, who could visit her only occasionally and whom she missed terribly. The letters functioned as a diary in which Marilyn articulately and candidly recorded her reactions to roommates, medical treatments, Native American nurses, and boredom. She also offers readers the singular perspective of a bed-bound teenager, gossiping about boys, requesting pretty new pajamas, and enjoying Friday evening popcorn parties with other patients.Selections from this cache of letters are woven into an informative narrative that explores the practices and culture of a midcentury tuberculosis sanatorium and fills in long-forgotten details gleaned from recent conversations with Marilyn, who "graduated" from the sanatorium and went on to lead a full, productive life.

    The text takes a unified approach to the subject, aiming to help the reader develop a real overview of chemical processes, byavoiding the traditional divisions of physical, inorganic and organic chemistry.To understand how chemical reactions happen we need to know about the bonding in molecules, how molecules interact, what determines whether an interaction is favorable or not, and what the outcome will be. Answering these questions requires an understanding of topics from quantum mechanics, throughthermodynamics, to curly arrows. In this book all of these topics are presented in a coherent and coordinated fashion, showing how each leads to a deeper understanding of chemical reactions.

    Two tiny pits located inside the nostril, long thought to be vestigial, Jacobson's Organ may in fact be an intrinsic part of our mammalian senses. In this entertaining and informative book, Watson rescues our most underappreciated sense from obscurity. He brings to light new evidence that this evolutionary apparatus, discovered in 1811, is the pheromonal mechanism that triggers the areas of the brain affecting awareness, emotion, and sexual behavior. This highly refined sense can help us determine everything from the suitability of potential mates to identifying offspring, and offers insight into how, why, and what we remember. Filled with surprising and delightful anecdotes, Jacobson's Organ sniffs out the scientific truths behind a wide range of phenomena and behaviors in the plant, animal, and human worlds.

    Above all, perhaps, Rutherford and the young men working under him were the first to split the atom, unlocking tremendous forces—forces, as Rutherford himself predicted, that would bring us the atomic bomb.Rutherford, awarded a Nobel Prize and made Baron Rutherford by the queen of England, was also a great ambassador of science, coming to the aid of colleagues caught in the Nazi and Soviet regimes. Under Rutherford’s rigorous and boisterous direction, a whole new generation of remarkable physicists emerged. In Richard Re’s hands, Rutherford leaps off the page, a ruddy, genial man and a towering figure in scientific history.

     In Mark of the Cat, Andre Norton presents a novel of magic and adventure- the unforgettable story of a boy’s journey of discovery, from trial to triumph. Hynkkel, commanded by his father to travel into the unknown in a test of survival, starts out with almost nothing, but the red-gold sandcat pendent worn around his neck as a reminder of his slain cat. His trek will bring him to a cave where he will enter the secret world of the cat…to a trail that will mark his destiny. In Year of the Rat, we find the natural water sources of the five queendoms of the Outer Region drying up. Hynkkel, not fully recovered from his previous trials, must now find a way to stop this loss and recover the missing water. To do so he must first find out who, or what, is causing the water loss and where it is going. When he and Murri, his sandcat, set out on their journey they make another, even more startling discovery. A being of ancient evil has returned and has brought with it, hoards and hoards of deadly desert rats, bent on one thing – to destroy the queendoms one by one. Can Hynkkel both find the missing water and stop the rats before all succumb to the Year of the Rat?