Brain Science

There's an overlooked but critical scientific fact that every marketing professional needs to know: Many decisions start with attention, and it's your job to grab the attention of every prospective customer as effectively as possible. But in this increasingly fast-paced, busy, and noisy world, how do you capture people's attention, much less persuade them?

Stress is our internal response to an experience that our brain perceives as threatening or challenging. Trauma is our response to an experience in which we feel powerless or lacking agency. Until now, researchers have treated these conditions as different, but they actually lie along a continuum. Dr. Elizabeth Stanley explains the significance of this continuum, how it affects our resilience in the face of challenge, and why an event that's stressful for one person can be traumatizing for another.

Medical treatment for ADHD fails much too often - not because of the drugs themselves, but how they are given. New ADHD Medication Rules - Brain Science & Common Sense shows that patients can react very differently to ADHD prescriptions, resulting in missed diagnoses, imbalanced treatment and over or under medication.

From a talent who’s been compared to Annie Dillard, Edward Abbey, David Quammen, and Jared Diamond, On Trails is a wondrous exploration of how trails help us understand the world—from invisible ant trails to hiking paths that span continents, from interstate highways to the Internet.

In this, his magnum opus, the world’s best known skeptic and critical thinker Dr. Michael Shermer—founding publisher of Skeptic magazine and perennial monthly columnist (“Skeptic”) for Scientific American—presents his comprehensive theory on how beliefs are born, formed, nourished, reinforced, challenged, changed, and extinguished.

In the mid-20th century, Michael S. Gazzaniga made one of the great discoveries in the history of neuroscience: split-brain theory, the notion that the right and left hemispheres of the brain can act independently from each other and have different strengths.

In politics, when reason and emotion collide, emotion invariably wins. In this landmark book, scientist and psychologist Drew Westen shows how electorates vote not with their heads but with their hearts, and how the marketplace that matters most is the marketplace of emotion - filled with values, images, analogies, moral sentiments, and moving oratory.

Analyzing brainwaves, the imperceptible waves of electricity surging across your scalp, has been possible for nearly a century. But only now are neuroscientists becoming aware of the wealth of information brainwaves hold about a person’s life, thoughts, and future health. From the moment a reclusive German doctor discovered waves of electricity radiating from the heads of his patients in the 1920s, brainwaves have sparked astonishment and intrigue, yet the significance of the discovery and its momentous implications have been poorly understood.

What makes you the way you are - and what makes each of us different from everyone else? In Innate, leading neuroscientist and popular science blogger Kevin Mitchell traces human diversity and individual differences to their deepest level: in the wiring of our brains.

Renowned neuroscientist Joseph LeDoux digs into the natural history of life on earth to provide a new perspective on the similarities between us and our ancestors in deep time. This pause-resisting survey of the whole of terrestrial evolution sheds new light on how nervous systems evolved in animals, how the brain developed, and what it means to be human. In The Deep History of Ourselves, LeDoux argues that the key to understanding human behavior lies in viewing evolution through the prism of the first living organisms.

Self-control may be the least-coveted fruit of the Spirit. But the truth is that people who are successful at self-control have freer, happier lives, and we all want that. After all, our bad habits - from the slight to the serious - bring with them a host of negative emotions, take up our time, and keep us from being the best version of ourselves.

In this original and groundbreaking book, Andrew Newberg, M.D., and Mark Robert Waldman turn their attention to the pinnacle of the human experience: enlightenment. Through his brain-scan studies on Brazilian psychic mediums, Sufi mystics, Buddhist meditators, Franciscan nuns, Pentecostals, and participants in secular spirituality rituals, Newberg has discovered the specific neurological mechanisms associated with the enlightenment experience - and how we might activate those circuits in our own brains.

Why do minds exist? How did mud and stone develop into beings that can experience longing, regret, love, and compassion - beings that are aware of their own experience? Until recently, science offered few answers to these existential questions. Journey of the Mind is the first book to offer a unified account of the mind that explains how consciousness, language, the Self, and civilization emerged incrementally out of chaos.

Your brain responds in a predictable way when it encounters new or difficult tasks. This unique book teaches you concrete techniques rooted in cognitive science that will improve the way you learn and think about code. Learn how to optimize your brain’s natural cognitive processes to read code more easily, write code faster, and pick up new languages in much less time. This book will help you through the confusion you feel when faced with strange and complex code, and explain a codebase in ways that can make a new team member productive in days!

In every area of life, from business to relationships to health, we act on outdated instincts that were built to help us survive a world ruled by scarcity and danger. But in today's world, those same instincts stop us from succeeding in the environment in which we actually live: a diverse world of abundant choices, and almost limitless connections. Now evolutionary biologist Dr. Rebecca Heiss offers a new approach that harnesses the power of our instincts, and redirects them to work for us rather than against us.

Parker describes the discovery of tetrahydocannbinol (THC), the main psychoactive component of cannabis, and the further discovery of cannabinoid receptors in the brain. She explains that the brain produces chemicals similar to THC, which act on the same receptors as THC, and shows that the endocannabinoid system is involved in all aspects of brain functioning.

Teachers are brain changers. Unfortunately, in traditional public, public-charter, private, parochial, and home schools across the country, most teachers lack an understanding of how the brain receives, filters, consolidates, and applies learning for both the short and long term. Neuroteach was therefore written to help solve the problem teachers and school leaders have in knowing how to bring the growing body of educational neuroscience research into the design of their schools, classrooms, and work with each individual student.

This riveting narrative explores the world of placebos, hypnosis, false memories, and neurology to reveal the groundbreaking science of our suggestible minds. Could the secrets to personal health lie within our own brains? Journalist Erik Vance explores the surprising ways our expectations and beliefs influence our bodily responses to pain, disease, and everyday events.

Combining social and cognitive neuroscience with real-life accounts from genocide perpetrators, this book sheds light on the process through which obedience influences cognition and behavior. Emilie Caspar, a leading expert in the field, translates this neuroscientific approach into a clear, uncomplicated explanation, even for those with no background in psychology or neuroscience. By better understanding humanity's propensity for direct orders to short-circuit our own independent decision-making, we can edge closer to effective prevention processes.

The effects of spiritual practices are now being investigated scientifically as never before, and many studies have shown that religious and spiritual practices generally make people happier and healthier. In this pioneering book, Rupert Sheldrake shows how science helps validate seven practices on which many religions are built, and which are part of our common human heritage: meditation, gratitude, connecting with nature, relating to plants, rituals, singing and chanting, and pilgrimage and holy places.