The "hidden brain" is Shankar Vedantam's shorthand for a host of brain functions, emotional responses, and cognitive processes that happen outside of our conscious awareness, but that have a decisive effect on how we behave. The hidden brain has its finger on the scale when we make all of our most complex and important decisions - it decides who we fall in love with, whether we should convict someone of murder, or which way to run when someone yells "fire!"
"Adjunct Instructor of Psychology"
In Cool, the neuroscientist and philosopher Steven Quartz and the political scientist Anette Asp bring together the latest findings in brain science, economics, and evolutionary biology to form a provocative theory of consumerism, revealing how the brain's "social calculator" and an instinct to rebel are the crucial missing links in understanding the motivations behind our spending habits.
"One of the most educational books I've read"
A groundbreaking investigation of the brain's hidden logic behind our strangest behaviors and of how conscious and unconscious systems interact in order to create our experience and preserve our sense of self.
"Interesting and easy to digest."
Dyslexia is almost always assumed to be an obstacle. And for one in five people who are dyslexic, it can be. Yet for millions of successful dyslexics - including astrophysicists, mystery novelists, and entrepreneurs - their dyslexic differences are the key to their success. In this paradigm-shifting book, neurolearning experts Drs. Brock and Fernette Eide describe exciting new brain science revealing that dyslexic people have unique brain structure and organization.
"Has the system failed your child?"