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...

Confidently diagnose, treat, and manage patient conditions with the only comprehensive book on the market devoted solely to equine internal medicine. Filled with fully updated content on principles of treatment and contributions from internationally known equine experts, Equine Internal Medicine, 4th Edition focuses on the basic pathophysiologic mechanisms that underlie the development of various equine diseases. A problem-based approach outlines how to apply the latest clinical evidence dire...

The Craft and Science of Coffee follows the coffee plant from its origins in East Africa to its current role as a global product that influences millions of lives though sustainable development, economics, and consumer desire. For most, coffee is a beloved beverage. However, for some it is also an object of scientifically study, and for others it is approached as a craft, both building on skills and experience.

By combining the research and insights of the scientific community and expertise o...

An updated edition of the acclaimed monograph, celebrating one of the most iconic and revolutionary artists of our time. "Yayoi Kusama transcended the art world to become a fixture of popular culture, in a league with Andy Warhol, David Hockney, and Keith Haring." —The New York TimesKusama is internationally renowned for her groundbreaking work on themes such as infinity, self-image, sexuality, and compulsive repetition. A well-known name in the Manhattan scene of the 1960s, Kusama's subseq...

Cook pizza from scratch in this fully interactive recipe book that allows readers mix the ingredients, knead the dough, spread the sauce, and more! STEP ONE: Stir the yeast and sugar into the warm water, and set aside until bubbly. STEP TWO: Combine the flour and salt in a large mixing bowl. STEP THREE: Add the oil and yeast mixture into the large bowl and mix until the ingredients turn into a large clump of dough! Simple yet accurate recipe text takes readers through the steps of cooking piz...

It's a book of world records... of bones! Guess whose bones are the longest, shortest, heaviest, spikiest, and more. With touchable skeletons!Ten record-breaking animal bones are introduced through a series of superlatives set up as a guessing game with clues.

Readers examine animals' skeletons and guess to whom they belong; the answers are revealed in vibrant, full-color scenic habitats, with easily understood and humorous explanations. This entertaining introduction to the connection betwee...

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...

Written and illustrated with unsurpassed clarity, Molecular Biology: Principles and Practice introduces fundamental concepts while exposing students to how science is done. The authors convey the sense of joy and excitement that comes from scientific discovery, highlighting the work of researchers who have shaped—and who continue to shape—the field today. The second edition addresses recent discoveries and advances, corresponding to our ever-changing understanding of molecular biology. Th...

The Continental Aesthetics Reader brings together classic and contemporary writings on art and aesthetics from the major figures in continental thought. The second edition is clearly divided into seven sections: Nineteenth-Century German Aesthetics Phenomenology and Hermeneutics Marxism and Critical Theory Excess and Affect Embodiment and Technology Poststructuralism and Postmodernism Aesthetic Ontologies. Each section is clearly placed in its historical and philosophical context, and each ph...