A comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services. Contrary to the assumptions of economists, consumers are not always rational actors who make decisions in their own best interests. The new field of behavioral economics draws on the insights of psychology to study non-rational decision making. The newer field of consumer neuroscience draws on the findings, tools, and techniques of neur...

Developed in 1938 from a Schneider trophy-winning design by the aeronautical engineer and designer R.J Mitchell, the Supermarine Spitfire went on to become the definitive Allied fighter of the Second World War, and ranks amongst the most famous aircraft of all time. This pocket manual presents an accessible collection of fascinating historical documents to help readers explore the technical and tactical developments relating to the design and use of this famous aircraft. Sources include the A...

This fully updated second edition is the ideal guide for biomedical engineering technicians looking to increase their understanding of the medical technology involved in patient care. It incorporates recent changes in healthcare, regulations, standards and technology, and includes new chapters on patient safety and the electronic medical record.

This engaging and clearly written textbook/reference provides a must-have introduction to the rapidly emerging interdisciplinary field of data science. It focuses on the principles fundamental to becoming a good data scientist and the key skills needed to build systems for collecting, analyzing, and interpreting data. The Data Science Design Manual is a source of practical insights that highlights what really matters in analyzing data, and provides an intuitive understanding of how these core...

Computer Vision: Principles, Algorithms, Applications, Learning (previously entitled Computer and Machine Vision) clearly and systematically presents the basic methodology of computer vision, covering the essential elements of the theory while emphasizing algorithmic and practical design constraints. This fully revised fifth edition has brought in more of the concepts and applications of computer vision, making it a very comprehensive and up-to-date text suitable for undergraduate and graduat...

Known for its superb, step-by-step photo sequences, Colour Atlas of Ophthalmic Plastic Surgery, 4th Edition, by Drs. A. G.

Tyers and J. R. O.

Collin, remains your first choice for gaining essential knowledge in oculoplastic surgery. Ideal for both novices and experienced surgeons, this award-winning title offers comprehensive coverage of ophthalmic plastic surgery including eyelids, brows, and mid-face - all highlighted by unsurpassed photographic sequences and explanatory text that depict ke...

Comprehensive Biomaterials II, Second Edition, Seven Volume Set brings together the myriad facets of biomaterials into one expertly-written series of edited volumes. Articles address the current status of nearly all biomaterials in the field, their strengths and weaknesses, their future prospects, appropriate analytical methods and testing, device applications and performance, emerging candidate materials as competitors and disruptive technologies, research and development, regulatory managem...

Ideal for those studying biochemistry for the first time, this proven book balances scientific detail with readability and shows you how principles of biochemistry affect your everyday life. Designed throughout to help you succeed (and excel!), the book includes in-text questions that help you master key concepts, end-of-chapter problem sets grouped by problem type that help you prepare for exams, and state-of-the art visuals that help you understand key processes and concepts. In addition, v...

Fourier analysis is a ubiquitous tool that has found application to diverse areas of physics and engineering. Goodman focuses on applications in optics, and in particular with applications to diffraction, imaging, optical information processing, holography, and optical communications.

Goodman, Introduction to Fourier Optics satisfies the needs of several different types of Physics and Engineering courses. Directed towards both physicists and engineers this text is suitable for audiences focus...