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.

    But it’s also messy, fallible, and about 50,000 years out of date. We cling to superstitions, remember faces but not names, miss things sitting right in front of us, and lie awake at night while our brains endlessly replay our greatest fears. Idiot Brain is for anyone who has ever wondered why their brain appears to be sabotaging their life—and what on earth it is really up to.A Library Journal Science Bestseller and a Finalist for the Goodreads Choice Award in Science Technology.

    Following this "discovery," a handful of parents declared that a mercury-containing preservative in several vaccines was responsible for the disease. If mercury caused autism, they reasoned, eliminating it from a child's system should treat the disorder. Consequently, a number of untested alternative therapies arose, and, most tragically, in one such treatment, a doctor injected a five-year-old autistic boy with a chemical in an effort to cleanse him of mercury, which stopped his heart instead.Children with autism have been placed on stringent diets, subjected to high-temperature saunas, bathed in magnetic clay, asked to swallow digestive enzymes and activated charcoal, and injected with various combinations of vitamins, minerals, and acids. Instead of helping, these therapies can hurt those who are most vulnerable, and particularly in the case of autism, they undermine childhood vaccination programs that have saved millions of lives. An overwhelming body of scientific evidence clearly shows that childhood vaccines are safe and does not cause autism. Yet widespread fear of vaccines on the part of parents persists.In this book, Paul A. Offit, a national expert on vaccines, challenges the modern-day false prophets who have so egregiously misled the public and exposes the opportunism of the lawyers, journalists, celebrities, and politicians who support them. Offit recounts the history of autism research and the exploitation of this tragic condition by advocates and zealots. He considers the manipulation of science in the popular media and the courtroom, and he explores why society is susceptible to the bad science and risky therapies put forward by many antivaccination activists.

    A collective cry for help from a generation who have come of age entrenched in the culture of divorce, economic instability, and AIDS, here is the intensely personal story of a young girl full of promise, whose mood swings have risen and fallen like the lines of a sad ballad.

    Join renowned neuroscientist David Eagleman for a journey into the questions at the mysterious heart of our existence. What is reality? Who are “you”? How do you make decisions? Why does your brain need other people? How is technology poised to change what it means to be human?  In the course of his investigations, Eagleman guides us through the world of extreme sports, criminal justice, facial expressions, genocide, brain surgery, gut feelings, robotics, and the search for immortality.  Strap in for a whistle-stop tour into the inner cosmos. In the infinitely dense tangle of billions of brain cells and their trillions of connections, something emerges that you might not have expected to see in there: you.

    He didn't talk. He hid under tables and surrounded himself with a cage of chairs. He hadn't been out of the building in the four years since he'd come in. He was afraid of water and wouldn't take a shower. He was afraid to be naked, to change his clothes. He was nearly 16.Desperate to see change in the boy, the staff of Kevin's adolescent treatment center hired Hayden. As Hayden read to him and encouraged him to read, crawling down into his cage of chairs with him, Kevin talked. Then he started to draw and paint and showed himself to have a quick wit and a rolling, seething, murderous hatred for his stepfather.

    Slightly more than a decade later, he was bound for England, selected to attend one of the world’s premier universities. How to Be Human explores life amid a world constructed for neurotypical brains when yours is not. But the miracle of this book is that instead of dwelling on Jory’s limitations, those who inhabit the neurotypical world will begin to better understand their own: they will contemplate what language cannot say, how linear thinking leads to dead ends, and how nefarious emotions can be, particularly when, in Jory’s words, they are “weaponized.” Through a series of deep, personal conversations with writer Lyric Winik, Jory makes a compelling case for logical empathy based on rational thought, asks why we tolerate friends who see us as a means to an end, and explains why he believes personality is a choice. Most movingly, he discusses how, after many hardships, he maintains a deep, abiding faith: “With people, I don’t understand what goes in and what comes out, and how to relate,” he says. “But I can always reconnect with my relationship with my Creator.” Join Jory and Lyric as they examine what it means to be human and ultimately how each of us might become a better one. Jory asks us to consider: Who has value? What is a disability? And how do we correct the imbalances we see in the world? How to Be Human shows us the ways a beautifully different mind can express the very best of our shared humanity.

    Mary Roach dodges hostile fire with the U.S. Marine Corps Paintball Team as part of a study on hearing loss and survivability in combat. She visits the fashion design studio of U.S. Army Natick Labs and learns why a zipper is a problem for a sniper. She visits a repurposed movie studio where amputee actors help prepare Marine Corps medics for the shock and gore of combat wounds. At Camp Lemmonier, Djibouti, in east Africa, we learn how diarrhea can be a threat to national security. Roach samples caffeinated meat, sniffs an archival sample of a World War II stink bomb, and stays up all night with the crew tending the missiles on the nuclear submarine USS Tennessee. She answers questions not found in any other book on the military: Why is DARPA interested in ducks? How is a wedding gown like a bomb suit? Why are shrimp more dangerous to sailors than sharks? Take a tour of duty with Roach, and you’ll never see our nation’s defenders in the same way again.

    Offers an inside look at the popular crime-busting TV show and discusses a variety of landmark, high-profile cases.

    Schizophrenia is not a single unifying diagnosis, and Esme Weijun Wang writes not just to her fellow members of the "collected schizophrenias" but to those who wish to understand it as well. Opening with the journey toward her diagnosis of schizoaffective disorder, Wang discusses the medical community's own disagreement about labels and procedures for diagnosing those with mental illness, and then follows an arc that examines the manifestations of schizophrenia in her life. In essays that range from using fashion to present as high-functioning to the depths of a rare form of psychosis, and from the failures of the higher education system and the dangers of institutionalisation to the complexity of compounding factors such as PTSD and Lyme disease, Wang's analytical eye, honed as a former lab researcher at Stanford, allows her to balance research with personal narrative. An essay collection of undeniable power, The Collected Schizophrenias dispels misconceptions and provides insight into a condition long misunderstood.

    And at fifteen, her son Chase entered an unremitting psychosis—pursued by terrifying images, unable to recognize his own mother, unwilling to eat or even talk—becoming ever more tortured and unreachable.Beautifully written and profoundly moving, this is the heartbreaking yet triumphant story of how Randi Davenport navigated the byzantine and broken health care system and managed not just to save her son from the brink of suicide but to bring him back to her again, and make her family whole.In The Boy Who Loved Tornadoes, she gives voice to the experiences of countless families whose struggles with mental illness are likewise invisible to the larger world.

    In January's case, she is hallucinating 95 percent of the time that she is awake. Potent psychiatric drugs that would level most adults barely faze her. January, "Jani" to her family, has literally hundreds of imaginary friends. They go by names like 400-the-Cat, 100 Degrees, and 24 Hours and live on an island called "Calalini," which she describes as existing "on the border of my world and your world." Some of these friends are good, and some of them, such as 400, are very bad. They tell her to jump off buildings, attack her brother, and scream at strangers.In the middle of these never-ending delusions, hallucinations, and paroxysms of rage are Jani's parents, who have gone to the ends of the earth to keep both of their children alive and unharmed. They live in separate one-bedroom apartments in order to keep her little brother, Bohdi, safe from his big sister—and wage a daily war against a social system that has all but completely failed them. January First is the story of the daily struggles and challenges they face as they do everything they can to help their daughter while trying to keep their family together. It is the inspiring tale of their resolute determination and faith.

    This authoritative, easy-to-use self-help program is based on methods clinically proven to reduce the recurrence of chronic unhappiness. Informative chapters reveal the hidden psychological mechanisms that cause depression and demonstrate powerful ways to strengthen your resilience in the face of life's misfortunes. Kabat-Zinn lends his calm, familiar voice to the accompanying CD of guided meditations, making this a complete package for anyone looking to regain a sense of balance and contentment.

    

    This graphic novel offers an engaging and accessible insight into the lives and minds of autistic women, using real-life case studies.The charming illustrations lead readers on a visual journey of how women on the spectrum experience everyday life, from metaphors and masking in social situations, to friendships and relationships and the role of special interests.Fun, sensitive and informative, this is a fantastic resource for anyone who wishes to understand how gender affects autism, and how to create safer supportive and more accessible environments for women on the spectrum.