The present work is the third in a series constituting an extension of my doctoral thesis done at Stanford in the early 1970s. Like the earlier works, The Reciprocal Modular Brain in Economics and Politics, Shaping the Rational and Moral Basis of Organization, Exchange, and Choice (Kluwer AcademicfPlenum Publishing, 1999) and Toward Consilience: The Bioneurological Basis of Behavior, Thought, Experience, and Language (Kluwer AcademicfPlenum Publishing, 2000), it may also be considered to respond to the call for consilience by Edward O. Wilson. I agree with Wilson that there is a pressing need in the sciences today for the unification of the social with the natural sciences. I consider the present work to proceed from the perspective of behavioral ecology, specifically a subfield which I choose to call interpersonal behavioral ecology. Ecology, as a general field, has emerged in the last quarter of the 20th century as a major theme of concern as we have become increasingly aware that we must preserve the planet whose limited resources we share with all other earthly creatures. Interpersonal behavioral ecology, however, focuses not on the physical environment, but upon our social environment. It concerns our interpersonal behavioral interactions at all levels, from simple dyadic one-to-one personal interactions to our larger, even global, social, economic, and political interactions.

Economic Biology and Behavioral Economics: The Prophesy of Alfred Marshall explores the prophesy of Alfred Marshall, the grand synthesizer of neoclassical economics, that the "Mecca of the economist lies in economic biology". The book presents the proof of that prophesy through examination and establishment of the fundamental biological science necessary and then applying that science to the examination of current economic theory. In doing so, the book focuses primarily on the fundamentals of neoclassical economic theory— which is the reigning theory and the general framework of which is taught as "science" in first courses in college economics. These courses are at best an idealization, if not an ideology, of the discipline—presented to fresh minds misleadingly as confirmed science. The book examines the bases and the history of these idealizations, points to the sources of their error from the biological perspective and suggests a path forward for the discipline. Through this process, the book demonstrates the power of the biological perspective anticipated by Marshall. This book provides invaluable reading for anyone interested in the future of economics and economic theory, and particularly those interested in behavioral economics and neuroeconomics.

NATIONAL BESTSELLER • "A dazzling journey across the sciences and humanities in search of deep laws to unite them." —The Wall Street Journal One of our greatest scientists—and the winner of two Pulitzer Prizes for On Human Nature and The Ants—gives us a work of visionary importance that may be the crowning achievement of his career. In Consilience (a word that originally meant "jumping together"), Edward O. Wilson renews the Enlightenment's search for a unified theory of knowledge in disciplines that range from physics to biology, the social sciences and the humanities. Using the natural sciences as his model, Wilson forges dramatic links between fields. He explores the chemistry of the mind and the genetic bases of culture. He postulates the biological principles underlying works of art from cave-drawings to Lolita. Presenting the latest findings in prose of wonderful clarity and oratorical eloquence, and synthesizing it into a dazzling whole, Consilience is science in the path-clearing traditions of Newton, Einstein, and Richard Feynman.

Burgeoning advances in brain science are opening up new perspectives on how we acquire knowledge. Indeed, it is now possible to explore consciousness - the very centre of human concern - by scientific means. In this illuminating book, Dr. Gerald M. Edelman offers a new theory of knowledge based on striking scientific findings about how the brain works. And he addresses the related compelling question: does the latest research imply that all knowledge can be reduced to scientific description? Edelman's brain-based approach to knowledge has rich implications for our understanding of creativity, of the normal and abnormal functioning of the brain, and of the connections among the different ways we have of knowing. While the gulf between science and the humanities and their respective views of the world has seemed enormous in the past, the author shows that their differences can be dissolved by considering their origins in brain functions. He foresees a day when brain-based devices will be conscious, and he reflects on this and other fascinating ideas about how we come to know the world and ourselves.

Our elaborate market exchange system owes its existence not to our calculating brain or insatiable self-centeredness, but rather to our sophisticated and nuanced human sociality and to the inherent rationality built into our emotions. The modern economic system is helped a lot more than hindered by our innate social instincts that support our remarkable capacity for building formal and informal institutions. The book integrates the growing body of experimental evidence on human nature scattered across a variety of disciplines from experimental economics to social neuroscience into a coherent and original narrative about the extent to which market (or impersonal exchange) relations are reflective of the basic human sociality that was originally adapted to a more tribal existence. An accessible resource, this book will appeal to students of all areas of economics, including Behavioral Economics and Neuro-Economics, Microeconomics, and Political Economy.

What has neuroscience got to do with branding? The link may not be immediately obvious, but the fact is, our brains select brands in much the same way that Google selects websites. So, just as web marketers play on Google’s algorithm to make sure their site appears as high up the search list as possible, brand marketers should play on the brain’s algorithm to make sure their brand is at the top of their customers’ minds at the moment they choose which brand to buy. This ground-breaking new book brings the proven effects of hard science to the creative practice of branding. It shows you how to harness this powerful combination to your own advantage by helping you understand how customers’ brains work when they choose brands. A strong brand cannot be build effectively without taking into account the laws of the brain – which, as this book shows, really exist and can be scientifically proven to work. Once you know this, you can apply the familiar branding laws of relevance, coherence and participation more precisely, more confidently and to much greater effect. This means your brand will have a much greater chance of being chosen by customers than your competitors’ brands. Branding with Brainsshatters the conventional approach to branding, which is based on hunches and intuition, by uncovering the hard, scientific truth about why customers choose some brands over others. Insights into company stories, from Leica to Innocent Drinks, from Starbucks to Schipol International Airport, give you the fascinating truth about how the processes that go on in our brain affect our decisions to buy a particular product or service. All in all, this breathtakingly radical new book from Tjaco Walvis presents a daringly different, state of the art approach to brand strategy that will help you build powerful brands more efficiently, more effectively and more reliably than ever before. Branding really is all in the mind – and this book proves it!

How can an infinite number of sentences be generated from one human mind? How did language evolve in apes? In this book Donald Loritz addresses these and other fundamental and vexing questions about language, cognition, and the human brain. He starts by tracing how evolution and natural adaptation selected certain features of the brain to perform communication functions, then shows how those features developed into designs for human language. The result -- what Loritz calls an adaptive grammar -- gives a unified explanation of language in the brain and contradicts directly (and controversially) the theory of innateness proposed by, among others, Chomsky and Pinker.