Coral: A pessimist in paradise Steve Jones (Little, Brown)
The judges said: "This book is an idiosyncratic discussion of how zoology, history and ecology meet. It is beautifully written and draws you into it."
'One of science's best writers' GUARDIAN 'He has an ability verging on the magical to compress into a scentence a discovery that took twenty scientists twenty years to make. ... I urge you to read this book' SUNDAY TELEGRAPH 'Jones rallies literature, politics, myth and commitment to the cause of preserving coral reefs ... Wittily, pithily and passionately put' THE TIMES 'This is a startling, energetic and provocative read. It's also surprisingly funny' DAILY MAIL 'A great writer . . . witty, engaging . . . He is the Stephen Fry of popular science writing and this book will not disapoint' BBC FOCUS
Gut Feelings Gerd Gigerenzer
The judges said: "From picking girlfriends to making choices about our health, Gut Feelings explores the role of the unconscious mind in how we make decisions. A book for everyone interested in making better choices."
From Publishers Weekly
Gigerenzer's theories about the usefulness of mental shortcuts were a small but crucial element of Malcolm Gladwell's bestseller Blink, and that attention has provided the psychologist, who is the director of the Max Planck Institute for Human Development in Berlin, the opportunity to recast his academic research for a general audience. The key concept—rules of thumb serve us as effectively as complex analytic processes, if not more so—is simple to grasp. Gigerenzer draws on his own research as well as that of other psychologists to show how even experts rely on intuition to shape their judgment, going so far as to ignore available data in order to make snap decisions. Sometimes, the solution to a complex problem can be boiled down to one easily recognized factor, he says, and the author uses case studies to show that the Take the Best approach often works. Gladwell has in turn influenced Gigerenzer's approach, including the use of catchy phrases like the zero-choice dinner and the fast and frugal tree, and though this isn't quite as snappy as Blink, well, what is? Closing chapters on moral intuition and social instincts stretch the central argument a bit thin, but like the rest will be easily absorbed by readers.
The Sun Kings: The Unexpected Tragedy of Richard Carrington and the Tale of How Modern
Astronomy BeganStuart Clark
The judges said: "A wonderful historical biography. This 19th century melodrama gets you straight into the science of sun spots. It has everything great characters, knives, guns and illicit relationships!"
From Publishers Weekly
In this well-researched and very well-written book, Clark tells the embattled, little-known history of modern astronomy, a spry tale full of intrigue, jealousy, spite, dedication and perseverance. Peopled with a large, colorful cast, author and editor Clark (Journey to the Stars) delivers a tale rich in conflict and passion, beginning with William Herschel, an 18th century pioneer of telescope construction, who sets the status quo when he's ridiculed for discovering a relation between sunspot activity and grain harvests. In the 19th century, Clark covers a period of "deep crisis for British science," which saw the Astronomer Royal, George Biddell Airy, do all he could to suffocate solar research in England because he couldn't believe "in any link beyond mere sunlight between the Sun and Earth." Naturally, Airy couldn't stop progress, and solar observation continued through the 19th century under the direction of Greewich Observatory's Walter Maunder; in the 20th century, Clark describes the work of George Hale, instigator of the research that would eventually vindicate old Herschel by showing a profound correlation between sunspots and agricultural production; in the present, Clark considers the success and legacy of space-based observatories (SOHO and STEREO) and land-based radio telescopes. Though it might sound dry, Clark's parade of historical characters dramatize the narrative nicely, and Clark conveys the significance of their scientific observations with plenty of context and thorough references, making this a fascinating work for both casual stargazers and serious astronomy buffs.
Making up the Mind: How the Brain Creates Our Mental WorldChris Frith
The judges said: "A wonderfully clear introduction to the neuroscience of thinking. The author's personality shines through and he is charmingly entertaining."
"Neuroscience and psychology often struggle to answer the really interesting questions about the mind, but in this fascinating book, Chris Frith shows that science can finally start explaining how and why we experience the world as we do. Anyone interested in human nature - not just the nuts and bolts of neural circuits - will find his storytelling compelling. Frith delves into topics such as delusions, illusions, imagination and imitation, bringing clarity and insight to the simplest abservations and most complex experiments alike." (New Scientist)
Yes!: 50 Scientifically Proven Ways to Be Persuasive Noah Goldstein, Steve J Martin, and Robert B Cialdini
The judges said: "A compelling book about why we do the things we do and what effect the art of persuasion has on us."
From Publishers Weekly
Goldstein, Martin and Cialdini meld social psychology, pop culture and field research to demonstrate how the subtle addition, subtraction or substitution of a word, phrase, symbol or gesture can significantly influence consumer behavior. Interspersing references to Britney Spears, the Smurfs and Sex and the City with more academic concepts such as loss aversion and the scarcity principle, the authors illustrate the simple and surprising approaches that can hone a company's marketing strategies. Witty chapters detail the allure of the yellow Post-it, the tip-garnering capabilities of an after-dinner mint, how highlighting a product's weaknesses can increase its appeal, the powerful role of third-party testimonials, how doctors can convince patients to adopt healthier choices by prominently displaying academic credentials in their offices, and how mirroring another person's gestures can elicit a more generous response by strengthening a perceived bond. While written primarily for a marketing audience, this amusing book has equal value and appeal for executives, salespeople—even parents trying to persuade their kids to do homework.
