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...

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 This pocket manual presents an accessible collection of fascinating historical documents to help readers explore the technical and tactical developments relating to the design and use of this famous aircraft.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 engaging and clearly written textbook/reference provides a must-have introduction to the rapidly emerging interdisciplinary field of data science. It focuses on the principles fundamental to becoming a good data scientist and the key skills needed to build systems for collecting, analyzing, and interpreting data. The Data Science Design Manual is a source of practical insights that highlights what really matters in analyzing data, and provides an intuitive understanding of how these core...

Computer Vision: Principles, Algorithms, Applications, Learning (previously entitled Computer and Machine Vision) clearly and systematically presents the basic methodology of computer vision, covering the essential elements of the theory while emphasizing algorithmic and practical design constraints. This fully revised fifth edition has brought in more of the concepts and applications of computer vision, making it a very comprehensive and up-to-date text suitable for undergraduate and graduat...

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...

A volume in the popular Pattern Recognition Series, Practical Hepatic Pathology: A Diagnostic Approach features completely updated and reorganized content, resulting in a truly practical guide to understanding liver pathology. Dr. Romil Saxena presents interpretation of liver biopsies according to a pattern-based approach that begins with recognition of the predominant histological pattern of injury, followed by identification of secondary features and appropriate work-up that lead you away f...

Encyclopedia of the Anthropocene, Five Volume Set presents a currency-based, global synthesis cataloguing the impact of humanity’s global ecological footprint. Covering a multitude of aspects related to Climate Change, Biodiversity, Contaminants, Geological, Energy and Ethics, leading scientists provide foundational essays that enable researchers to define and scrutinize information, ideas, relationships, meanings and ideas within the Anthropocene concept. Questions widely debated among sci...