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Neuromarketing
by Leon ZurawickiOver the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another. Hence, it reveals that consumers utilize mental accounting processes different from those assumed in marketers' logical inferences when it comes to time, problems with rating and choosing, and in post-purchase evaluation. People are often guided by illusions not only when they perceive the outside world but also when planning their actions - and consumer behavior is no exception. Strengthening the control over their own desires and the ability to navigate the maze of data are crucial skills consumers can gain to benefit themselves, marketers and the public. Understanding the mind of the consumer is the hardest task faced by business researchers. This book presents the first analytical perspective on the brain - and biometric studies which open a new frontier in market research.
Machine Learning in Medicine
by Aeilko H. Zwinderman Ton J. CleophasMachine learning is a novel discipline concerned with the analysis of large and multiple variables data. It involves computationally intensive methods, like factor analysis, cluster analysis, and discriminant analysis. It is currently mainly the domain of computer scientists, and is already commonly used in social sciences, marketing research, operational research and applied sciences. It is virtually unused in clinical research. This is probably due to the traditional belief of clinicians in clinical trials where multiple variables are equally balanced by the randomization process and are not further taken into account. In contrast, modern computer data files often involve hundreds of variables like genes and other laboratory values, and computationally intensive methods are required. This book was written as a hand-hold presentation accessible to clinicians, and as a must-read publication for those new to the methods.
Atlas of Small Animal CT and MRI
by Allison Zwingenberger Erik WisnerAtlas of Small Animal CT & MRI is a highly illustrated diagnostic imaging guide to common clinical disorders of dogs and cats. Contains over 3,000 high quality CT, MRI and related diagnostic images Offers a unique approach emphasizing comparative imaging and pathologic correlation Focuses on important imaging features relevant to imaging diagnosis of disease in dogs and cats Written by internationally renowned experts in the field
Sensory Neuroscience: Four Laws of Psychophysics
by Jozef J. ZwislockiSensory Neuroscience: Four Laws of Psychophysics organizes part of psychophysics -- a science of quantitative relationships between human sensations and the stimuli that evoke them. Although psychophysics belongs to sensory neuroscience, and is coupled to neurophysiology, it has also branched out to various specialized disciplines, including the disciplines of vision and hearing, ophthalmology, optometry, otology, and audiology. Due to this diversification and fragmentation, psychophysics has had an ad-hoc, phenomenological orientation. Besides Weber's law of differential sensitivity, and the still-controversial Stevens' power law, it has lacked a systematic grid of scientific laws. Sensory Neuroscience: Four Laws of Psychophysics provides valid unifying principles and systematic applications for this otherwise fragmented precursor of experimental psychology, and defines four multisensory relationships of substantial generality between sensations and the underlying stimulus variables. This book will be particularly useful to auditory researchers, experimental psychologists, and behavioral neuroscientists.
Iditarod Memories: 30 Years of Poster Art from the Last Great Race
by Jona Van ZyleA collection of annual posters from the official artist of the Iditarod Trail Sled Dog Race. Included are stories about how each of the first 30 posters came to be created, and the stories they tell about the race.
Infectious Diseases of the Dog and Cat: A Color Handbook
This is a concise and quick reference guide, clinically oriented, based on experience underpinned by published research data. The systems-based approach emphasizes the problem list process utilized by most practitioners when faced with a patient presenting with a single or variety of clinical symptoms. This allows generation of a complete list of infectious disease differentials, and the ability to include or exclude those indicated based on patient risk assessment. Pathogen specific information enables rational choice of diagnostics, therapy, and prognostication for a complete list of small animal infectious disease that includes bacterial, viral, parasitic/protozoal and fungal.
Living with Animals: Bonds across Species
Living with Animals is a collection of imagined animal guides—a playful and accessible look at different human-animal relationships around the world. Anthropologists and their co-authors have written accounts of how humans and animals interact in labs, in farms, in zoos, and in African forests, among other places. Modeled after the classic A World of Babies, an edited collection of imagined Dr. Spock manuals from around the world—With Animals focuses on human-animal relationships in their myriad forms.This is ethnographic fiction for those curious about how animals are used for a variety of different tasks around the world. To be sure, animal guides are not a universal genre, so Living with Animals offers an imaginative solution, doing justice to the ways details about animals are conveyed in culturally specific ways by adopting a range of voices and perspectives. How we capitalize on animals, how we live with them, and how humans attempt to control the untamable nature around them are all considered by the authors of this wild read.If you have ever experienced a moment of "what if" curiosity—what is it like to be a gorilla in a zoo, to work in a pig factory farm, to breed cows and horses, this book is for you. A light-handed and light-hearted approach to a fascinating and nuanced subject, Living with Animals suggests many ways in which we can and do coexist with our non-human partners on Earth.
When Birds Are Near: Dispatches from Contemporary Writers
In this dazzling literary collection, writers explore and celebrate their lives with and love for birds—detailing experiences from Alaska to Bermuda, South Dakota to Panama. In When Birds Are Near, fresh new voices as well as seasoned authors offer tales of adventure, perseverance, and fun, whether taking us on a journey down Highway 1 to see a rare California Condor, fighting the destruction of our grasslands, or simply watching the feeder from a kitchen window.But these essays are more than just field notes. The authors reflect on love, loss, and family, engaging a broad array of emotions, from wonder to amusement. As Rob Nixon writes, "Sometimes the best bird experiences are defined less by a rare sighting than by a quality of presence, some sense of overall occasion that sets in motion memories of a particular landscape, a particular light, a particular choral effect, a particular hiking partner." Or, as the poet Elizabeth Bradfield remarks, "We resonate with certain animals, I believe, because they are a physical embodiment of an answer we are seeking. A sense of ourselves in the world that is nearly inexpressible." When Birds Are Near gives us the chance to walk alongside these avid appreciators of birds and reflect on our own interactions with our winged companions.Contributors: Christina Baal, Thomas Bancroft, K. Bannerman, R. A. Behrstock, Richard Bohannon, Elizabeth Bradfield, Christine Byl, Susan Cerulean, Sara Crosby, Jenn Dean, Rachel Dickinson, Katie Fallon, Jonathan Franzen, Andrew Furman, Tim Gallagher, David Gessner, Renata Golden, Ursula Murray Husted, Eli J. Knapp, Donald Kroodsma, J. Drew Lanham, John R. Nelson, Rob Nixon, Jonathan Rosen, Alison Townsend, Alison Világ