People don't listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral? Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He's studied why New York Times articles make the paper's own Most E-mailed List, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children. In this book, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos.Contagious combines groundbreaking research with powerful stories. Learn how a luxury steakhouse found popularity through the lowly cheese-steak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the seemingly most boring products there is: a blender. If you've wondered why certain stories get shared, e-mails get forwarded, or videos go viral, Contagious explains why, and shows how to leverage these concepts to craft contagious content. This book provides a set of specific, actionable techniques for helping information spread - for designing messages, advertisements, and information that people will share. Whether you're a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, Contagious will show you how to make your product or idea catch on.

    Then imagine that someone suddenly switches the lights on.It has long been assumed that people living with autism are born with the diminished ability to read the emotions of others, even as they feel emotion deeply. But what if we’ve been wrong all this time? What if that “missing” emotional insight was there all along, locked away and inaccessible in the mind?   In 2007 John Elder Robison wrote the international bestseller Look Me in the Eye, a memoir about growing up with Asperger’s syndrome. Amid the blaze of publicity that followed, he received a unique invitation: Would John like to take part in a study led by one of the world’s foremost neuroscientists, who would use an experimental new brain therapy known as TMS, or transcranial magnetic stimulation, in an effort to understand and then address the issues at the heart of autism? Switched On is the extraordinary story of what happened next.   Having spent forty years as a social outcast, misreading others’ emotions or missing them completely, John is suddenly able to sense a powerful range of feelings in other people. However, this newfound insight brings unforeseen problems and serious questions. As the emotional ground shifts beneath his feet, John struggles with the very real possibility that choosing to diminish his disability might also mean sacrificing his unique gifts and even some of his closest relationships. Switched On is a real-life Flowers for Algernon, a fascinating and intimate window into what it means to be neurologically different, and what happens when the world as you know it is upended overnight.

    And imagine how that would change the outlook of the 5 million Americans who suffer from Alzheimer’s disease and other dementias, not to mention their families, loved ones, and caretakers. A neurologist who’s been specializing in dementia and memory loss for more than 20 years, Dr. Gayatri Devi rewrites the story of Alzheimer’s by defining it as a spectrum disorder—like autism, Alzheimer’s is a disease that affects different people differently. She encourages people who are worried about memory impairment to seek a diagnosis, because early treatment will enable doctors and caregivers to manage the disease more effectively through drugs and other therapies. Told through the stories of Dr. Devi’s patients, The Spectrum of Hope is the kind of narrative medical writing that grips the reader, humanizes the science, and offers equal parts practical advice and wisdom with skillful ease. But beyond the pleasures of great reading, it’s a book that offers real hope. Here are chapters on how to maintain independence and dignity; how to fight depression, anxiety, and apathy; how to communicate effectively with a person suffering from dementia. Plus chapters on sexuality, genetics, going public with the diagnosis, even putting together a bucket list—because through her practice, Dr. Devi knows that the majority of Alzheimer’s patients continue to live and work in their communities. They babysit their grandkids, drive to the store (or own the store), serve their clients, or otherwise live fulfilling lives. That’s news that 5 million people are waiting to hear.

    Methland tells the story of Oelwein, Iowa (pop. 6,159), which, like thousands of other small towns across the country, has been left in the dust by the consolidation of the agricultural industry, a depressed local economy, and an out-migration of people. As if this weren t enough to deal with, an incredibly cheap, longlasting, and highly addictive drug has rolled into town.Over a period of four years, journalist Nick Reding brings us into the heart of Oelwein through a cast of intimately drawn characters, including: Clay Hallburg, the town doctor, who fights meth even as he struggles with his own alcoholism; Nathan Lein, the town prosecutor, whose caseload is filled almost exclusively with meth-related crime; and Jeff Rohrick, a meth addict, still trying to kick the habit after twenty years. Tracing the connections between the lives touched by the drug and the global forces that set the stage for the epidemic, Methland offers a vital and unique perspective on a pressing contemporary tragedy.

    We’re judged by social media’s faceless masses, pressured into maintaining a Pinterest-perfect home, and expected to base our self-worth on retweets, faves, likes, and followers. Our collective FOMO, and the disparity between the ideal and reality, is leading us to spend more and feel worse. No wonder we’re getting twitchy. Save for an Independence Day–style alien invasion, how do we begin to escape from the stressors that make up our days?Jen Lancaster is here to take a hard look at our elevating anxieties, and with self-deprecating wit and levelheaded wisdom, she charts a path out of the quagmire that keeps us frightened of the future and ashamed of our imperfectly perfect human lives. Take a deep breath, and her advice, and you just might get through a holiday dinner without wanting to disown your uncle.

    Drawing from scientific research, in-depth interviews with experts and other introverts, and her personal story, Granneman reveals the clockwork behind the introvert’s mind—and why so many people get it wrong initially.Whether you are a bona fide introvert, an extrovert anxious to learn how we tick, or a curious ambivert, these revelations will answer the questions you’ve always had:• What’s going on when introverts go quiet?• What do introvert lovers need to flourish in a relationship?• How can introverts find their own brand of fulfillment in the workplace?• Do introverts really have a lot to say—and how do we draw it out?• How can introverts mine their rich inner worlds of creativity and insight?• Why might introverts party on a Friday night but stay home alone all Saturday?• How can introverts speak out to defend their needs?With other myths debunked and truths revealed, The Secret Lives of Introverts is an empowering manifesto that guides you toward owning your introversion by working with your nature, rather than against it, in a world where you deserve to be heard.

    The medical world has generally ignored these “near-death experiences,” dismissing them as “tricks of the brain” or wishful thinking. But after his patients started describing events that he could not just sweep under the rug, Dr. Bruce Greyson began to investigate.As a physician without a religious belief system, he approached near-death experiences from a scientific perspective. In After, he shares the transformative lessons he has learned over four decades of research. Our culture has tended to view dying as the end of our consciousness, the end of our existence—a dreaded prospect that for many people evokes fear and anxiety.But Dr. Greyson shows how scientific revelations about the dying process can support an alternative theory. Dying could be the threshold between one form of consciousness and another, not an ending but a transition. This new perspective on the nature of death can transform the fear of dying that pervades our culture into a healthy view of it as one more milestone in the course of our lives. After challenges us to open our minds to these experiences and to what they can teach us, and in so doing, expand our understanding of consciousness and of what it means to be human.

    Since then, the ways we process written language have changed dramatically with many concerned about both their own changes and that of children. New research on the reading brain chronicles these changes in the brains of children and adults as they learn to read while immersed in a digitally dominated medium.Drawing deeply on this research, this book comprises a series of letters Wolf writes to us—her beloved readers—to describe her concerns and her hopes about what is happening to the reading brain as it unavoidably changes to adapt to digital mediums. Wolf raises difficult questions, including:Will children learn to incorporate the full range of "deep reading" processes that are at the core of the expert reading brain?Will the mix of a seemingly infinite set of distractions for children’s attention and their quick access to immediate, voluminous information alter their ability to think for themselves?With information at their fingertips, will the next generation learn to build their own storehouse of knowledge, which could impede the ability to make analogies and draw inferences from what they know?Will all these influences, in turn, change the formation in children and the use in adults of "slower" cognitive processes like critical thinking, personal reflection, imagination, and empathy that comprise deep reading and that influence both how we think and how we live our lives?Will the chain of digital influences ultimately influence the use of the critical analytical and empathic capacities necessary for a democratic society?How can we preserve deep reading processes in future iterations of the reading brain?Who are the "good readers" of every epoch?Concerns about attention span, critical reasoning, and over-reliance on technology are never just about children—Wolf herself has found that, though she is a reading expert, her ability to read deeply has been impacted as she has become, inevitably, increasingly dependent on screens.Wolf draws on neuroscience, literature, education, technology, and philosophy and blends historical, literary, and scientific facts with down-to-earth examples and warm anecdotes to illuminate complex ideas that culminate in a proposal for a biliterate reading brain. Provocative and intriguing, Reader, Come Home is a roadmap that provides a cautionary but hopeful perspective on the impact of technology on our brains and our most essential intellectual capacities—and what this could mean for our future.

    Start with two pushups a day, not a two-hour workout; or five deep breaths each morning rather than an hour of meditation. In Tiny Habits, B.J. Fogg brings his experience coaching more than 40,000 people to help you lose weight, de-stress, sleep better, or achieve any goal of your choice.  You just need Fogg’s behavior formula: make it easy, make it fit your life, and make it rewarding. Whenever you get in your car, take one yoga breath. Smile.  Whenever you get in bed, turn off your phone. Give yourself a high five. Change can be easy—once it starts, it grows.  Let B.J. Fogg show you exactly how.

    The race to catch him would give birth to a new science called criminal profiling.Grand Central, Penn Station, Radio City Music Hall―for almost two decades, no place was safe from the man who signed his anonymous letters “FP” and left his lethal devices in phone booths, storage lockers, even tucked into the plush seats of movie theaters. His victims were left cruelly maimed. Tabloids called him “the greatest individual menace New York City ever faced.”In desperation, Police Captain Howard Finney sought the help of a little known psychiatrist, Dr. James Brussel, whose expertise was the criminal mind. Examining crime scene evidence and the strange wording in the bomber’s letters, he compiled a portrait of the suspect down to the cut of his jacket. But how to put a name to the description? Seymour Berkson―a handsome New York socialite, protégé of William Randolph Hearst, and publisher of the tabloid The Journal-American―joined in pursuit of the Mad Bomber. The three men hatched a brilliant scheme to catch him at his own game. Together, they would capture a monster and change the face of American law enforcement.

    In some cases, this absence can be dangerous, but in others it can simply mean a different way of seeing the world.In The Science of Evil Simon Baron-Cohen, an award-winning British researcher who has investigated psychology and autism for decades, develops a new brain-based theory of human cruelty. A true psychologist, however, he examines social and environmental factors that can erode empathy, including neglect and abuse.Based largely on Baron-Cohen's own research, The Science of Evil will change the way we understand and treat human cruelty.

    But its toxic effects on society are plain to see—feeding white nationalism, fueling hatred, endangering lives, and corroding our discourse on everything from sports to intelligence. Even well-intentioned people repeat stereotypes based on “science,” because cutting-edge genetics are hard to grasp—and all too easy to distort. Paradoxically, these misconceptions are multiplying even as scientists make unprecedented discoveries in human genetics—findings that, when accurately understood, are powerful evidence against racism. We’ve never had clearer answers about who we are and where we come from, but this knowledge is sorely needed in our casual conversations about race.How to Argue With a Racist emphatically dismantles outdated notions of race by illuminating what modern genetics actually can and can’t tell us about human difference. We now know that the racial categories still dividing us do not align with observable genetic differences. In fact, our differences are so minute that, most of all, they serve as evidence of our shared humanity.

    Thankfully, Green does—and in this incredibly helpful book, she tackles the tough discussions you may need to have during your career. You’ll learn what to say when• coworkers push their work on you—then take credit for it• you accidentally trash-talk someone in an email then hit “reply all”• you’re being micromanaged—or not being managed at all• you catch a colleague in a lie• your boss seems unhappy with your work• your cubemate’s loud speakerphone is making you homicidal• you got drunk at the holiday party

     If you want to fix your sleep problems, Internet tips and tricks aren't going to do it for you. You need to really understand what's going on with your sleep--both what your problems are and how to solve them.The Sleep Solution is an exciting journey of sleep self-discovery and understanding that will help you custom design specific interventions to fit your lifestyle. Drawing on his twenty-four years of experience within the field, neurologist and sleep expert W. Chris Winter will help you...- Understand how sleep works and the ways in which food, light, and other activities act to help or hurt the process- Learn why sleeping pills are so often misunderstood and used incorrectly--and how you can achieve your best sleep without them- Incorporate sleep and napping into your life--whether you are a shift worker, student, or overcommitted parent- Think outside the box to better understand ways to treat a multitude of conditions--from insomnia to sleep apnea to restless leg syndrome and circadian sleep disorders- Wade through the ever-changing sea of sleep technology and understand its value as it relates to your own sleep strugglesDubbed the "Sleep Whisperer" by Arianna Huffington, Dr. Winter is an international expert on sleep and has helped more than 10,000 patients rest better at night, including countless professional athletes. Now, he's bringing his experiences out from under the covers--redefining what it means to have optimal sleep and get the ZZZs you really need...INCLUDES TIPS, TRICKS, EXERCISES, AND ILLUSTRATIONS

    But at the cutting-edge science of emotion, feelings are every bit as important to your success as thinking.You make hundreds of decisions every day, from what to eat for breakfast to how you should invest, and not one of them could be made without the essential component of emotion. It has long been held that thinking and feeling are separate and opposing forces in our behavior. But as best-selling author of Subliminal Leonard Mlodinow tells us, extraordinary advances in psychology and neuroscience have proven that emotions are as critical to our well-being as thinking. How can you connect better with others? How can you improve your relationship to frustration, fear, and anxiety? What can you do to live a happier life? The answers lie in understanding emotions. Taking us on a journey from the labs of pioneering scientists to real-world scenarios that have flirted with disaster, Mlodinow shows us how our emotions help, why they sometimes hurt, and what we can make of the difference. Research-driven questionnaires and deep insights into our evolution, biology, and neuroscience promise to help us understand our emotions better and maximize their benefits. Told with characteristic clarity and fascinating stories, Mlodinow's exploration of the new science of feelings is an essential guide to making the most of one of nature's greatest gifts to us.