Our relationship with ads: it's complicatedA must-read for anyone intrigued by the role and influence of the ad world, Seducing the Subconscious explores the complexities of our relationship to advertising. Robert Heath uses approaches from experimental psychology and cognitive neuroscience to outline his theory of the subconscious influence of advertising in its audience’s lives. In addition to looking at ads’ influence on consumers, Heath also addresses ...

The Definitive, Comprehensive Guide to Cutting-Edge Millimeter Wave Wireless Design“This is a great book on mmWave systems that covers many aspects of the technology targeted for beginners all the way to the advanced users. The authors are some of the most credible scholars I know of who are well respected by the industry. I highly recommend studying this book in detail.”—Ali Sadri, Ph.D., Sr. Director, Intel Corporation, MCG mmWave Standards and Advanced Te...

What if gerrymandering were not just a hot button contemporary political issue but actually a deep story of how Texas came to be?Gerrymandering Texas uses relevant legislation and court cases to tell the political history of the state of Texas. Writing out of decades of experience as an assistant attorney general, senate parliamentarian, expert consultant on redistricting, and law professor, Steve Bickerstaff traces the story of this political practice from 1836 up to the ...

"An accessible and informative guide for readers to take control of their lives" ( Publishers Weekly).Habits are more powerful than willpower—if you know how to make them work for you.How long does it take to form a new habit? Say you want to go to the gym regularly, learn a new language, make new friends, practice a musical instrument, or use your work time more profitably. How long should it take before these become part of your routine rather than...

How does your personality shape your life and what, if anything, can you do about it?Are you hardwired for happiness, or born to brood? Do you think you're in charge of your future, or do you surf the waves of unknowable fate? Would you be happier, or just less socially adept, if you were less concerned about what other people thought of you? And what about your "Type A" spouse: is he or she destined to have a heart attack, or just drive you to drink?In the...

The governed must know their governmentUnderstanding how our government functions and the political forces that influence it is vital for all Americans. As a comprehensive overview and history of the subject, this book is designed to help anyone interested in learning about our government and the origins of its complex inner workings, our political system, and key elements that have affected our growth as a nation—all while serving as the best supplementar...

In this groundbreaking book Phil Barden reveals what decision science explains about people’s purchase behaviour, and specifically demonstrates its value to marketing.He shares the latest research on the motivations behind consumers’ choices and what happens in the human brain as buyers make their decisions. He deciphers the ‘secret codes’ of products, services and brands to explain why people buy them. And finally he shows how to apply this knowledge in day to day marketing to gre...

For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too . . .human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how,behavior change occurs. Here,...

Arizona became the nation’s 48th state in 1912 and since that time the Arizona constitution has served as the template by which the state is governed. Toni McClory’s Understanding the Arizona Constitution has offered insight into the inner workings and interpretations of the document—and the government that it established—for almost a decade.Since the book’s first publication, significant constitutional changes have occurred, some even altering the very structure of state ...

Visual messages are omnipresent in our daily life. They are constantly attempting to persuade us to buy, learn and act. Some are more successful than others in infl uencing our behavior and choices. What is the secret power of these messages? How do they succeed in changing our behavior? This book analyzes advertising beyond the persuasive power of the imagery itself. It explains the psychology behind 33 effective influence techniques in visual persuasion and how to apply them. The techniq...

Nevada’s politics are in large measure the result of its turbulent history and harsh environment. Michael W. Bowers’s concise volume explains the dynamics of the political formation process, which is strikingly unique among the fifty states. Even today, Nevada is unlike the other states in its politics and culture: economically right, yet libertarian and home to widespread gaming and a 24/7 lifestyle. It has a high percentage of federally owned lands and one of the highest rates of urbanis...

Understand American government, elections, and the Constitution with this engaging, accessible introduction to how US politics really works.Too often, textbooks turn the noteworthy details of government into tedious discourse that would put even the president to sleep. American Government 101 cuts out the boring explanations, and instead provides a hands-on lesson that keeps you engaged as you learn. From the backstory of the Constitution to the institutio...