Go out and ask a bunch of your friends whether or not they have a preference for Coke and Pepsi. Some people say they taste the same, but most people will say they can taste the difference. Ask your friends if they think the subtle meanings portrayed in each brands advertising has affected the way they feel about the drink. Inevitably they will say no. Inevitably, they will say that the only thing that affects the way they feel about the product is the way it tastes. Ask them what they think about the fact that each of these companies spend more time and money on advertising than they do on anything else, and they will inevitably say that the advertising has no affect on them. And of course they would think that because the effect is ‘unconscious’. You probably have some vague memory of the ads you’ve seen over the years for these products. Scantly clad, young attractive guys and girls in the prime of their fertile lives. Usually in party or holiday mode. Socialising. Relaxing. Wearing the latest trends in fashion, looking cool and having flirtatious fun. Consciously there is not much going on, but branding doesn’t work in our conscious mind. And our unconcious mind sees a very different meaning here. These advertisers aim to activate the deeper part of the brain which is often referred to as the ‘reptilian’ brain. It controls many of our basic animal instincts that our conscious mind has little awareness of. And those animal instincts see those images and create some very strong meanings around them. To put it simply, those ads tell our unconscious mind that if we associate with their brand, we will fit in with the cool kids and become more socially and sexually desirable. From a primitive tribal prospective, that means our offspring will be more protected by the tribe and have a better chance of survival. Actually, Coke started it, but because our animal ‘tribal’ instinct tells us to fit in with a pack, then all Pepsi had to do was something very similar but in a way we perceive it as opposite (i.e. blue is the opposite of red). Now the message becomes this, try to fit in with the Coke tribe, but if you can’t, then at least fit in with the Pepsi tribe instead. If you can fit in, you’ll feel a greater sense of self worth. And as Stuart experienced during his running years, there are few things that drive us with as much power as a sense of self worth. Of course, through conscious eyes, this all seems kind of absurd. Were intelligent, logical, rational and sophisticated humans. Not dumb animals, right? And even if we did feel that way when we see those ads, we would realise it wouldn’t we? All the advertisers have to do is trigger you to have very subtle feelings. So subtle, that you don’t even realise that they are there. Its the repetition of those subtle feelings that programs your unconscious mind to create the meaning. You see those messages all the time throughout your whole life. And at some point, eventually, you’re going to feel a desire to fit in with the cool kids (especially during your adolescent years). And in those moments, your uncurious has already primed you to associate those feelings with certain brands through all those repetitious messages you thought nothing of at the time. The take home message is that they still have to make a product that tastes at least reasonably good of course. But remember, the taste is only part of it. The rest is in the psychology of how the brands are marketed to manipulate the feelings and meanings we attach to them which distorts how we think they taste. So if advertisers can trick our brain into making us prefer their products, then how can we take back the power and control? As a therapist, many people come to me saying “I just wished you could trick my brain into wanting to exercise and eat healthy”. So if you would like to know how exactly to trick your brain into craving healthy habits instead, then this book is for you.

Faith-Based Solutions to Caring for the Earth Climate change is a confusing and polarizing issue. It may also prove to be the most daunting challenge of this century because children, the elderly, and the poor will be the first to feel its effects. The issue is all over the news, but what is seldom heard is a conservative, evangelical perspective. Connecting the dots between science and faith, this book explores the climate debate and how Christians can take the lead in caring for God's creation. The authors answer top questions such as "What's really happening?" and "Who can we trust?" and discuss stewarding the earth in light of evangelical values. "Acting on climate change is not about political agendas," they say. "It's about our kids. It's about being a disciple of Jesus Christ." Capping off this empowering book are practical, simple ideas for improving our environment and helping our families and those around us.

This book gives 101 fun and fascinating facts about the human body.

The world's most comprehensive, well documented, and well illustrated book on this subject. With extensive subject and geographic index. 48 photographs and illustrations - mostly color. Free of charge in digital PDF format.

The Institute of Medicine\'s Roundtable on Value & Science-Driven Health Care held a workshop, titled Partnering with Patients to Drive Shared Decisions, Better Value, and Care Improvement, on February 25 and 26, 2013. The workshop, supported by the Gordon and Betty Moore Foundation and the Blue Shield of California Foundation, focused on identifying and exploring issues, attitudes, and approaches to increasing patient engagement in and demand for the following: shared decision making and better communication about the evidence in support of testing and treatment options; the best value from the health care they receive; and the use of data generated in the course of their care experience for care improvement. The workshop hoped to build awareness and demand from patients and families for better care at lower costs and to create a health care system that continuously learns and improves. Participants included members of the medical, clinical research, health care services research, regulatory, health care economics, behavioral economics, health care delivery, payer, and patient communities. Partnering with Patients to Drive Shared Decisions, Better Value, and Care Improvement Workshop Proceedings offers a summary of the 2-day workshop including the workshop agenda and biographies of speakers.

Unique in its use of a human rights framework, Social Work and Social Welfare goes beyond American borders to examine U.S. government policies-including child welfare, social services, health care, and criminal justice-within a global context. Guided by the belief that forces from the global market and predominant political ideologies affect all social workers in their practice, the book addresses a wide range of relevant topics, including the refugee journey, the impact of new technologies, war trauma, environmental justice, and restorative justice. As a general textbook, the content is organized to follow outlines for basic, introductory, and more advanced courses examining social welfare programs, policies, and issues.

Infused with relevant personal narratives and photographs, Social Work and Social Welfare provides a global, human rights perspective on social welfare policies that are at the forefront of controversy in today's world (e.g. immigration policies, environmental sustainability, health care, housing, food insecurity, and income/wealth inequality).