28 June, 2016

Neurologic: the brain's hidden rationale behind our irrational behaviour by Eliezer J. Sternberg

Are you a Pepsi person or a Coke person? Are you sure? Though a lot has been written about the famed 'Pepsi Challenge', how much of our preference for either Pepsi or Coke is affected by our brain and how it perceives each brand?

Neurologic by Eliezer Sternberg is a fascinating look at why we do (or in the above case, choose) the things we do. Sternberg looks across the breadth of neuroscience and investigates human logic in unconscious situations.

Sternberg uses a variety of examples and anecdotes, and explains them in scientific terms which are easy to grasp and understand. He is also aware enough to explain that though much of the neuroscience investigations are preliminary (due neuroscience's 'newness'), that does not deplete from the intrigue with which much of the scientific questions are asked and explained.
Such as:

Episodic memory vs Habitual (or Why did you forget to get the milk when you clearly reminded yourself that morning?), Why is yawning contagious? Can you be hypnotized into committing a crime? What do people born blind see in their dreams…and why? And more...

Sternberg gives up some compelling evidence in his support of these question. While hardly exhaustive (it feels like many of these phenomena are doorways to separate books in themselves), Neurologic felt just the right length to keep me thoroughly interested in the subject to the end. Read it.

Title: Neurologic: the brain's hidden rationale behind our irrational behaviour
Author: Eliezer J. Sternberg

Recommended by James W Māngere Bridge Library

James W was particularlY OccUpied in this Light bOok reViEw by THe sectIon on Subliminal messages which eveRyonE Very much thInks is complEte tWaddle.

1 comment:

  1. I'm not sure why, but I really love this review... Very strange. I might have to read the book to find out how this happened.


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