"An illustrated, popular science reader for any age."--

In this groundbreaking book, author David Forbes explains human motivation and provides ways that marketers can effectively reach the consumer. The book uses decades of psychology research and the author's own tool, the Forbes Matrix that identifies, organizes, and explains the nine core motivations.

A Turing Award-winning computer scientist and statistician shows how understanding causality has revolutionized science and will revolutionize artificial intelligence "Correlation is not causation." This mantra, chanted by scientists for more than a century, has led to a virtual prohibition on causal talk. Today, that taboo is dead. The causal revolution, instigated by Judea Pearl and his colleagues, has cut through a century of confusion and established causality -- the study of cause and effect -- on a firm scientific basis. His work explains how we can know easy things, like whether it was rain or a sprinkler that made a sidewalk wet; and how to answer hard questions, like whether a drug cured an illness. Pearl's work enables us to know not just whether one thing causes another: it lets us explore the world that is and the worlds that could have been. It shows us the essence of human thought and key to artificial intelligence. Anyone who wants to understand either needs The Book of Why.

Jay Ingram takes us on a tour of the universe, and explores scientific wonders big and small.

Why the social character of scientific knowledge makes it trustworthy Are doctors right when they tell us vaccines are safe? Should we take climate experts at their word when they warn us about the perils of global warming? Why should we trust science when so many of our political leaders don't? Naomi Oreskes offers a bold and compelling defense of science, revealing why the social character of scientific knowledge is its greatest strength—and the greatest reason we can trust it. Tracing the history and philosophy of science from the late nineteenth century to today, this timely and provocative book features a new preface by Oreskes and critical responses by climate experts Ottmar Edenhofer and Martin Kowarsch, political scientist Jon Krosnick, philosopher of science Marc Lange, and science historian Susan Lindee, as well as a foreword by political theorist Stephen Macedo.

A fascinating book detailing the latest cutting-edge science on what it means to be human.

A look at the science behind temptation - and how to overcome it. 'Entertaining and enlightening ... offers ways to temper our anti-social tendencies.' Dr Michael Mosley, science journalist and TV presenter It can often seem that we are utterly surrounded by temptation, from the ease of online shopping and the stream of targeted advertising encouraging us to greedily acquire yet more stuff, to the coffee, cake and fast-food shops that line our streets, beckoning us in to over-indulge in all the wrong things. It can feel like a constant battle to stay away from the temptations we know we shouldn't give in to. Where exactly do these urges come from? If we know we shouldn't do something, for the sake of our health, our pockets or our reputation, why is it often so very hard to do the right thing? Anyone who has ever wondered why they never seem to be able to stick to their diet, anyone to whom the world seems more vain and self-obsessed than ever, anyone who can't understand why love-cheats pursue their extra-marital affairs, anyone who struggles to resist the lure of the comfy sofa, or anyone who makes themselves bitter through endless comparison with other people, anyone who is addicted to their smartphone – this book is for you. The Science of Sin brings together the latest findings from neuroscience research to shed light on the universally fascinating subject of temptation – where it comes from, how to resist it and why we all succumb from time to time. With each chapter inspired by one of the seven deadly sins, neurobiologist Jack Lewis illuminates the neural battles between temptation and restraint that take place within our brains, suggesting strategies to help us better manage our most troublesome impulses with the explicit goal of improving our health, our happiness and our productivity – helping us to say 'no!' more often, especially when it really counts.