A groundbreaking scientific examination of the way our brains understand politics from a New York Times bestselling author

How do we - societies and individuals alike - (sometimes) manage to act in line with our high priority goals when faced with tempting-yet-conflicting alternatives? In other words, how do we (sometimes) resolve a conflict between a superordinate, global goal and a subordinate, local one, and do so in favor of the global goal? These types of self-control dilemmas can be found in many contexts and may be described at many levels of analysis. Examples include the dilemmas faced by groups fostering cooperation among their members, when defection is more beneficial for each individual; dieters resisting a tempting cake, and the cognitive system trading off speed for accuracy in conflict tasks like the Stroop.

Cognitive neuroscience explores the relationship between our minds and our brains, most recently by drawing on brain imaging techniques to align neural mechanisms with psychological processes. In Mind and Brain, William Uttal offers a critical review of cognitive neuroscience, examining both its history and modern developments in the field. He pays particular attention to the role of brain imaging--especially functional magnetic resonance imaging (fMRI)--in studying the mind-brain relationship. He argues that, despite the explosive growth of this new mode of research, there has been more hyperbole than critical analysis of what experimental outcomes really mean. With Mind and Brain, Uttal attempts a synoptic synthesis of this substantial body of scientific literature.

Ratey has produced a valuable resource for people addressing the daily challenges caused by the neurobiological condition of Attention Deficit Hyperactivity Disorder. Symptoms of ADHD include difficulty with organization, focus, and time management. Ratey, a professional ADHD coach who was diagnosed with the disorder herself while in graduate school, provides a set of concrete tools that ADHD adults can use to help themselves traverse both personal and professional situations, though the author emphasizes that her book is not a substitute for diagnosis and treatment.

If You Understand Brain Basics, You'll Sell More
As much as 95% of our decisions are made by the subconscious mind. As a result, the world's largest and most sophisticated companies are applying the latest advances in neuroscience to create brands, products, package designs, marketing campaigns, store environments, and much more, that are designed to appeal directly and powerfully to our brains.