Science Research

Revolutionary retail guru Paco Underhill is back with a completely revised edition of his classic, witty, best-selling book on our ever-evolving consumer culture—full of fresh observations and important lessons from the cutting edge of retail, which is taking place in the world’s emerging markets.

How can a blind person learn to see with her tongue or a deaf person learn to hear with his skin? What does a baby born without a nose tell us about our sensory machinery? Might we someday control a robot with our thoughts? And what does any of this have to do with why we dream? The answers to these questions are not right in front of our eyes; they're right behind our eyes. This book is not simply about what the brain is but what it does. Covering decades of research to the present day, Livewired also presents new findings from Eagleman's own research.

If you're like most people, you think that your choices and behaviors are driven by your individual personal tastes and opinions. You wear a certain jacket because you like the way it looks. You picked a particular career because you found it interesting. The notion that our choices are driven by our own personal thoughts and opinions is patently obvious. Right? Wrong. Without our realizing it, other people's behavior has a huge influence on everything we do at every moment of our lives, from the mundane to the momentous occasion.

What does it actually mean to be rational? Not Hollywood-style "rational", where you forsake all human feeling to embrace Cold Hard Logic, but where you make good decisions, even when it's hard; where you reason well, even in the face of massive uncertainty; where you recognize and make full use of your fuzzy intuitions and emotions, rather than trying to discard them. In Rationality: From AI to Zombies, Eliezer Yudkowsky explains the science underlying human irrationality with a mix of fables, argumentative essays, and personal vignettes.

The Secret Commonwealth of Elves, Fauns & Fairies is an extraordinary journey into the hidden folklore and mysticism of Scotland’s magical realms. Written by Reverend Robert Kirk in the late 17th century, this classic text dives into the secret lives of supernatural beings said to inhabit the Highlands—elves, fauns, fairies, and other mysterious entities that coexisted with humanity just beyond the visible world. Kirk’s observations capture the beliefs, sightings, and stories of these entities, revealing a world rich with wonder, superstition, and spiritual insights.

One key responsibility of product designers and UX practitioners is to conduct formal and informal research to clarify design decisions and business needs. But there’s often mystery around product research, with the feeling that you need to be a research Zen master to gather anything useful. But anyone can conduct product research. With this quick reference guide, you’ll learn a common language and set of tools to help you carry out research in an informed and productive manner.

An unbelievable series of events led to the establishment of the Northwest Electro-development Laboratory, later the U.S. Bureau of Mines Albany Research Center. Though the fledgling lab had difficulty securing staff due to World War II, world-renown metallurgist William J. Kroll was hired early on as a consultant after fleeing Nazi occupation. Kroll, who had pioneered a method for producing commercial titanium, worked with his core group of associates to develop malleable zirconium, just as a need arose for the little-known metal.

We live in an age of addiction, from compulsive gaming and shopping to binge eating and opioid abuse. Sugar can be as habit-forming as cocaine, researchers tell us, and social media apps are hooking our kids. But what can we do to resist temptations that insidiously and deliberately rewire our brains? Nothing, David Courtwright says, unless we understand the history and character of the global enterprises that create and cater to our bad habits.

Aging is a challenge we could navigate, delay, or even overcome. Live Longer is a journey through cutting-edge research that transforms our understanding of longevity. This book is also a practical guide to the tools and strategies that can help you live longer, healthier lives. Live Longer provides an accessible exploration of the fundamental concepts of aging. The book summarizes our current understanding of the biological processes that drive aging and examines novel ways to slow or even reverse these processes. The book covers a wide range of topics, including: The fundamental biology ...

Why are you captivated by some people but not by others? Why do you recall some brands yet forget the rest? In a distracted, overcrowded world, how do certain leaders, friends, and family members convince you to change your behavior? Answer: fascination, the most powerful way to influence decision-making. It's more persuasive than marketing, advertising, or any other form of communication. And it all starts with seven universal triggers: lust, mystique, alarm, prestige, power, vice, and trust.

For fans of determined plus-sized heroines and cinnamon-roll bear shifters, A Polar Expedition is the first standalone novella in the Shades of Sanctuary series, where the vibes are cozy, the heat is high, and the mates are monstrous. Grab a cup of tea and snuggle in because while the burn might be slow, the HEA is only a few hours away!

The Holocaust is much discussed, much memorialized, and much portrayed. But there are major aspects of its history that have been overlooked. Spanning the entirety of the Holocaust, this sweeping history deepens our understanding. Dan Stone—Director of the Holocaust Research Institute at Royal Holloway, University of London—reveals how the idea of “industrial murder” is incomplete: many were killed where they lived in the most brutal of ways.

Spread through the public in the form of popular stories, ideas can go viral and move markets - whether it's the belief that tech stocks can only go up or that housing prices never fall. Whether true or false, stories like these - transmitted by word of mouth, by the news media, and increasingly by social media - drive the economy by driving our decisions about how and where to invest, how much to spend and save, and more. But despite the obvious importance of such stories, most economists have paid little attention to them. Narrative Economics sets out to change that.

According to a poll from the American Psychological Association more than a quarter of U.S. adults say they’re so stressed they can’t function. But it’s not just adults. Teenagers and children are also experiencing the negative effects of stress. Blending brain science, biblical truth, and best practices, Stress Less provides hope and healing. From his PhD research, pastor Charles Stone presents nine actionable insights for those battling stress or who have friends or family with fear and anxiety.

Emotions are inseparable from how we humans think, choose, and act. In Emotional Design, cognitive scientist Don Norman shows how the principles of human psychology apply to the invention and design of new technologies and products. In The Design of Everyday Things, Norman made the definitive case for human-centered design, showing that good design demanded that the user's must take precedence over a designer's aesthetic if anything, from light switches to airplanes, was going to work as the user needed.

Conquer your dissertation with confidence! Academic Dissertations: Write Dissertations Confidently is your friendly guidebook, co-written with a successful PhD student who's been there, done that. Follow Panyim's journey as he tackles the dissertation process alongside his organized and supportive friend, Nyakor. This book provides you with: Actionable steps: Master every phase, from choosing a strong topic to crafting a compelling defense presentation. Real-world scenarios: Learn from relatable case studies as Panyim overcomes common dissertation hurdles like data collection anxiety. ...

Embrace the Change for a Greener Tomorrow You wake up one morning to an unusually warm breeze, and for a moment, you pause. The signs of climate change seem to be all around you, from the erratic weather patterns to the growing chatter in your community about sustainability. You’re not alone in this feeling; many of us grapple with the pressing realities of our changing environment. This book is here to help you make sense of it all. As you read on, you’ll not only discover the vital facts about climate change but also the practical steps you can take to make a meaningful difference. ...

The User Experience Team of One prescribes a range of approaches that have big impact and take less time and fewer resources than the standard lineup of UX deliverables. Whether you want to cross over into user experience or you're a seasoned practitioner trying to drag your organization forward, this book gives you tools and insight for doing more with less.

The business marketing genius at the forefront of today's entertainment marketing revolution helps corporate America get hip to today's new consumer - the tan generation. When Fortune 500 companies need to reenergize or reinvent a lagging brand, they call Steve Stoute. In addition to marrying cultural icons with blue-chip marketers, Stoute has helped identify and activate a new generation of consumers. He traces how the "tanning" phenomenon raised a generation of black, Hispanic, white, and Asian consumers who have the same "mental complexion".

In nearly every moment of our waking lives, we face a barrage of advertising enticements, branding efforts, sponsored social media, commercials, and other efforts to harvest our attention. Over the last century, few times or spaces have remained uncultivated by the "attention merchants", contributing to the distracted, unfocused tenor of our times. Tim Wu argues that this is not simply the byproduct of recent inventions, but the end result of more than a century's growth and expansion in the industries that feed on human attention.