Why do some products get more word of mouth than others? Why does some online content go viral? Word of mouth makes products, ideas, and behaviors catch on. It's more influential than advertising and far more effective. Can you create word of mouth for your product or idea? According to Berger, you can. Whether you operate a neighborhood restaurant, a corporation with hundreds of employees, or are running for a local office for the first time, the steps that can help your product or idea become viral are the same.

You might believe you’re thinking clearly in the moments that matter most. But in all likelihood, when the pressure is on, you won’t be thinking at all. And your subsequent actions will inevitably move you further from the results you ultimately seek—love, belonging, success, wealth, victory. According to Farnam Street founder Shane Parrish, we must get better at recognizing these opportunities for what they are, and deploying our cognitive ability in order to achieve the life we want.

Jonathan Haidt skillfully combines two genres-philosophical wisdom and scientific research-delighting the listener with surprising insights. He explains, for example, why we have such difficulty controlling ourselves and sticking to our plans; why no achievement brings lasting happiness, yet a few changes in your life can have profound effects, and why even confirmed atheists experience spiritual elevation.

The greatest investment advisor of the 20th century, Benjamin Graham taught and inspired people worldwide. Graham's philosophy of "value investing" - which shields investors from substantial error and teaches them to develop long-term strategies - has made The Intelligent Investor the stock market Bible ever since its original publication in 1949.

Author Thomas Erikson explains that there are four key behavior types that define how we interact with and perceive the people around us. Understanding someone’s pattern of behavior is the key to successful communication. Erikson breaks down the four kinds of behavior types - Reds who are dominant and commanding, Yellows who are social and optimistic, Greens who are laid-back and friendly, and Blues who are analytical and precise - and explains how to identify and interact with each type of person.

About Behaviorism is about the controversial philosophy known as behaviorism, written by its leading exponent.

If we all want love, why is there so much conflict in our most cherished relationships? To answer this question we must look into our evolutionary past, argues prominent psychologist David M. Buss. Based one of the largest studies of human mating ever undertaken, encompassing more than 10,000 people of all ages from 37 cultures worldwide, The Evolution of Desire is the first work to present a unified theory of human mating behavior.

Psychologists have identified six basic dimensions of personality. The most recently discovered is the H factor, representing honesty and humility. The authors recount how they found this factor, how it influences various aspects of our lives and why it matters for individuals and for society.

In The Righteous Mind, social psychologist Jonathan Haidt explores the origins of our divisions and points the way forward to mutual understanding. His starting point is moral intuition - the nearly instantaneous perceptions we all have about other people and the things they do. These intuitions feel like self-evident truths, making us righteously certain that those who see things differently are wrong. Haidt shows us how these intuitions differ across cultures, including the cultures of the political left and right.

How does the brain—a three-pound wrinkly mass—give rise to intelligence and conscious experience? Was Freud right that we are all plagued by forbidden sexual desires? What is the function of emotions such as disgust, gratitude, and shame? Renowned psychologist Paul Bloom answers these questions and many more in Psych, his riveting new book about the science of the mind.

In this delightful, acclaimed bestseller, one of the world’s leading cognitive scientists tackles the workings of the human mind. What makes us rational—and why are we so often irrational? How do we see in three dimensions? What makes us happy, afraid, angry, disgusted, or sexually aroused? Why do we fall in love? And how do we grapple with the imponderables of morality, religion, and consciousness?

In The Blank Slate, Steven Pinker, one of the world's leading experts on language and the mind, explores the idea of human nature and its moral, emotional, and political colorings. With characteristic wit, lucidity, and insight, Pinker argues that the dogma that the mind has no innate traits, denies our common humanity and our individual preferences, replaces objective analyses of social problems with feel-good slogans, and distorts our understanding of politics, violence, parenting, and the arts.

The Skeptics' Guide to the Universe is your map through this maze of modern life. Here Dr. Steven Novella and friends will explain the tenets of skeptical thinking and debunk some of the biggest scientific myths, fallacies, and conspiracy theories - from anti-vaccines to homeopathy, UFO sightings to N-rays. You'll learn the difference between science and pseudoscience, essential critical thinking skills, ways to discuss conspiracy theories with that crazy co-worker of yours, and how to combat sloppy reasoning, bad arguments, and superstitious thinking.

In this sparkling and provocative new book, the renowned neuroscientist David Eagleman navigates the depths of the subconscious brain to illuminate surprising mysteries. Taking in brain damage, plane spotting, dating, drugs, beauty, infidelity, synesthesia, criminal law, artificial intelligence, and visual illusions, Incognito is a thrilling subsurface exploration of the mind and all its contradictions.

I know my own mind. I am able to assess others in a fair and accurate way. These self-perceptions are challenged by leading psychologists Mahzarin R. Banaji and Anthony G. Greenwald as they explore the hidden biases we all carry from a lifetime of exposure to cultural attitudes about age, gender, race, ethnicity, religion, social class, sexuality, disability status, and nationality. Blindspot is the authors’ metaphor for the portion of the mind that houses hidden biases.