"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.

**THE SUNDAY TIMES BESTSELLER** 'A truly fascinating - if unnerving - read' DAILY TELEGRAPH 'Acute, mind-opening, highly accessible - this book doesn't just explain how our lives might pan out, it helps us live better' BETTANY HUGHES 'A humane and highly readable account of the neuroscience that underpins our ideas of free will and fate' PROFESSOR DAVID RUNCIMAN *** So many of us believe that we are free to shape our own destiny. But what if free will doesn't exist? What if our lives are largely predetermined, hardwired in our brains - and our choices over what we eat, who we fall in love with, even what we believe are not real choices at all? Neuroscience is challenging everything we think we know about ourselves, revealing how we make decisions and form our own reality, unaware of the role of our unconscious minds. Did you know, for example, that: * You can carry anxieties and phobias across generations of your family? * Your genes and pleasure and reward receptors in your brain will determine how much you eat? * We can sniff out ideal partners with genes that give our offspring the best chance of survival? Leading neuroscientist Hannah Critchlow draws vividly from everyday life and other experts in their field to show the extraordinary potential, as well as dangers, which come with being able to predict our likely futures - and looking at how we can alter what's in store for us. Lucid, illuminating, awe-inspiring The Science of Fate revolutionises our understanding of who we are - and empowers us to help shape a better future for ourselves and the wider world.

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

Why Science Matters: Understanding the Methods of Psychological Research rises above standard research methods texts by presenting an up-to-date view of contemporary psychological science as it is currently understood and practiced. Explores not only the procedural aspects of psychological research, but also delves into the issue of how to accomplish effective science. Explicates how hypotheses and theories are to be evaluated. Suggests that the proper approach to devising and evaluating theories is by abduction, not by induction or deduction alone. Incorporates new investigatory procedures, current methodologists, conflicts and issues, implications of the philosophy of science, and a lively prose style. Provides a picture of science that will engage students and expand their abilities as both scientists and psychologists.

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.

An entertaining tour of the science of humor and laughter Humor, like pornography, is famously difficult to define. We know it when we see it, but is there a way to figure out what we really find funny -- and why? In this fascinating investigation into the science of humor and laughter, cognitive neuroscientist Scott Weems uncovers what's happening in our heads when we giggle, guffaw, or double over with laughter. While we typically think of humor in terms of jokes or comic timing, in Ha! Weems proposes a provocative new model. Humor arises from inner conflict in the brain, he argues, and is part of a larger desire to comprehend a complex world. Showing that the delight that comes with "getting" a punchline is closely related to the joy that accompanies the insight to solve a difficult problem, Weems explores why surprise is such an important element in humor, why computers are terrible at recognizing what's funny, and why it takes so long for a tragedy to become acceptable comedic fodder. From the role of insult jokes to the benefit of laughing for our immune system, Ha! reveals why humor is so idiosyncratic, and why how-to books alone will never help us become funnier people. Packed with the latest research, illuminating anecdotes, and even a few jokes, Ha! lifts the curtain on this most human of qualities. From the origins of humor in our brains to its life on the standup comedy circuit, this book offers a delightful tour of why humor is so important to our daily lives.

The role of science in policymaking has gained unprecedented stature in the United States, raising questions about the place of science and scientific expertise in the democratic process. Some scientists have been given considerable epistemic authority in shaping policy on issues of great moral and cultural significance, and the politicizing of these issues has become highly contentious. Since World War II, most philosophers of science have purported the concept that science should be "value-free." In Science, Policy and the Value-Free Ideal, Heather E. Douglas argues that such an ideal is neither adequate nor desirable for science. She contends that the moral responsibilities of scientists require the consideration of values even at the heart of science. She lobbies for a new ideal in which values serve an essential function throughout scientific inquiry, but where the role values play is constrained at key points, thus protecting the integrity and objectivity of science. In this vein, Douglas outlines a system for the application of values to guide scientists through points of uncertainty fraught with moral valence.Following a philosophical analysis of the historical background of science advising and the value-free ideal, Douglas defines how values should-and should not-function in science. She discusses the distinctive direct and indirect roles for values in reasoning, and outlines seven senses of objectivity, showing how each can be employed to determine the reliability of scientific claims. Douglas then uses these philosophical insights to clarify the distinction between junk science and sound science to be used in policymaking. In conclusion, she calls for greater openness on the values utilized in policymaking, and more public participation in the policymaking process, by suggesting various models for effective use of both the public and experts in key risk assessments.