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Guest Reviewer: V.S. Ramachandran on Subliminal V.S. Ramachandran is a neuroscientist known for his work in the fields of behavioral neurology and visual psychophysics. The author of , He is the Director of the Center for Brain and Cognition, and is currently a Professor in the Department of Psychology and the Neurosciences Graduate Program at the University of California, San Diego.

This delightfully accessible yet intellectually rigorous book transcends traditional boundaries between neuroscience, psychology and philosophy, to tackle the riddle of the unconscious mind. Freud bashing is a popular intellectual pastime these days (I myself have been guilty on occasion) but Mlodinow shows that by emphasizing the unconscious he was on the right track: we are completely unaware of the vast majority of events going on inside our brains. The book presents compelling evidence gleaned from a variety of sources to show that much of our behavior is governed not so much by our conscious mind – which is prone to claim credit – but by a cauldron of motives, drives and unconscious propensities of which we are largely oblivious. Indeed, most of our actions are carried out by the unconscious mind (or minds ) which exists in peaceful harmony with the conscious person "inside" your body. The question of why we are conscious of the tip of the iceberg of neural activity continues to remain elusive but, perhaps, the answer can be found by asking what you can do without being conscious; What’s the IQ of the unconscious mind? Here Mlodinow offers dazzling new insights into what the unconscious can and does do, to influence our lives.

Review

“Clever, engaging. . . . A popular-science beach book, the sort of tome from which cocktail party anecdotes can be mined by the dozen. . . . Subliminal makes its main point well and concisely.” —The Oregonian

“An assault against the idea that we control our decisions and our beliefs in the way that we think we do . . . A useful addition to the growing body of work arguing convincingly against the idea of the rational human brain.” —The Daily Beast

“Mlodinow, a theoretical physicist who has been developing a nice sideline in popular science writing, shows how the idea of the unconscious has become respectable again . . . Fascinating.” —The Economist

“This very enlightening book explores the two sides of our mental lives, with a focus on the subconscious or subliminal element. Drawing on clinical research conducted over a period of several decades and containing a number of rather startling revelations . . . the book appeals to readers with an interest in the workings of the human mind.” —Booklist

“One of the ten books to watch out for in 2012 . . . Physicist, science writer and Hollywood screenwriter Leonard Mlodinow is out to explore how important the unconscious is in shaping the way we process the world.” —NewScientist.com

“Mlodinow never fails to make science both accessible and entertaining.” —Stephen Hawking, author of A Brief History of Time

“Think you know the whys and hows of your choices? Follow Mlodinow on a gorgeous journey that will make you think again.” —David Eagleman, author of Incognito

“With the same deft touch he showed in The Drunkard’s Walk, Mlodinow probes the subtle, automatic, and often unnoticed influences on our behavior.” —Daniel J. Simons, professor of psychology, University of Illinois, and coauthor of The Invisible Gorilla

“If you liked The Drunkard’s Walk, you’ll love Subliminal. This engaging and insightful book not only makes neuroscience understandable, it also makes it fascinating. You will look at yourself (and those around you) in a new way.” —Joseph T. Hallinan, author of Why We Make Mistakes

“A must-read book that is both provocative and hugely entertaining. Mlodinow provides many eye-opening insights into the ways we act in business, finance, politics, and our personal lives.” —Jerry A. Webman, chief economist, OppenheimerFunds, Inc., and author of MoneyShift

“A highly readable, funny, and thought-provoking travelogue by Mlodinow, a trusted traveler in this treacherous region, who leads us on a tour of the little-known country that is our unconscious mind.” —Christof Koch, professor of cognitive and behavioral biology, California Institute of Technology

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Title: Subliminal: How Your Unconscious Mind Rules Your Behavior Author: Leonard Mlodinow Released: 2012-04-24 Language: Pages: 272 ISBN: 9780307378217 ISBN13: 978-0307378217 ASIN: 0307378217

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