Like no other text, this accessible textbook expertly introduces students to how we sense and perceive the world around us. Using clear and detailed explanations and highly effective illustrations the text illuminates the connections between mind, brain, and behaviour in the realm of sensation and perception. Seamlessly integrating classic findings with cutting edge research in psychology, physiology and neuroscience, the new edition explores the questions researchers are seeking to answer to...

For some of us, the apostle Paul is intimidating, like a distant and difficult uncle. Maybe not someone you'd like to hang out with at a coffee shop on a rainy day. He'd make a scene, evangelize the barista, and arouse looks across the room.

For a mid-morning latte, we'd prefer Jesus over Paul. But Paul is actually the guy who-from Ephesus to Athens-was the talk of the marketplace, the raconteur of the Parthenon. He knew everyone, founded emerging churches, loved the difficult people, and hel...

The concepts, procedures, data, and analysis techniques needed to design and integrate machine elements into mechanical devices and systems. Thousands of college students have used this book to learn about the principles and practices of mechanical design for over three decades-and many practicing engineers have either continued to use it in their careers, or newly discovered it as an invaluable resource in their work. The emphasis is on applying the technology of various machine elements whi...

The mother-daughter team behind the enormously popular websites StyleLikeU and What s Underneath profile trendsetting artists and creatives of all ages, body types, races, and genders to embrace how self-expression and self-acceptance are the most important means of achieving personal style. Featuring people with original and creative style such as actress Lea DeLaria, who embraces her butch style with whimsy and humor; model and Miley Cyrus muse Melanie Gaydos, who lives with a genetic disor...

Shows senior executives how to ensure that their companies incorporate the necessary processes, organization, and technology to accomplish strategic goals. This book shows how successful CEOs and directors shape, lead, and oversee their organizations to achieve corporate goals. It outlines the future of corporate governance.

The electrical power supply is about to change; future generation will increasingly take place in and near local neighborhoods with diminishing reliance on distant power plants. The existing grid is not adapted for this purpose as it is largely a remnant from the 20th century. Can the grid be transformed into an intelligent and flexible grid that is future proof? This revised edition of Electrical Power System Essentials contains not only an accessible, broad and up-to-date overview of altern...

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...

PRINCIPLES OF INSTRUMENTAL ANALYSIS, 7th Edition, places an emphasis on operating principles of each type of instrument, its optimal area of application, its sensitivity, its precision, and its limitations. You'll also learn about elementary analog and digital electronics, computers, and the treatment of analytical data. The book companion website has supplemental tutorials on instrumental methods, Excel files of data analysis and simulations of analytical techniques to help you visualize imp...

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 well-known undergraduate electrodynamics textbook is now available in a more affordable printing from Cambridge University Press. The Fourth Edition provides a rigorous, yet clear and accessible treatment of the fundamentals of electromagnetic theory and offers a sound platform for explorations of related applications (AC circuits, antennas, transmission lines, plasmas, optics and more). Written keeping in mind the conceptual hurdles typically faced by undergraduate students, this textbo...