الصفحة 1
الصفحة 1
Neuromarketing e Processi Decisionali : Le evidenze di un test di memorizzazione condotto per la prima volta in Italia = Neuromarketing and decision-making processes: Evidence from a memory test conducted for the first time in Italy
Il libro fornisce alcuni strumenti scientifici per affrontare il problema di come il nostro cervello genera delle scelte in campo economico, in un linguaggio piano e non specialistico. Vengono descritti i risultati del primo studio italiano relativo all’osservazione di filmati commerciali televisivi, analizzati mediante l’elettroencefalografia ad alta risoluzione spaziale. La neuroeconomia è una nuova scienza che si sta sviluppando rapidamente nei paesi anglosassoni. Questo libro spiega i concetti di neuroeconomia e neuromarketing anche al pubblico italiano.
Il solito Albert e la piccola Dolly : La scienza dei bambini e dei ragazzi = The usual Albert and little Dolly : The science of children and young people
After hundreds of years, science has come out of the ivory tower and entered society. Today science is not done with laboratory research alone but by involving different social actors. There are scientists, but also politicians, administrators, entrepreneurs and ordinary people, young and old. Their fears, real or perceived, can put a stop to its development. Their trust and their hopes nourish it and create a climate of expectations that are not always met. In the great narrative of science, the first actors, the scientists, are from time to time destroyers and benefactors, saints or monsters, fathers of the Golem with feet of clay or of Frankestein who turns and destroys. Not infrequently then there are many Sisyphus who continually restart their business - and it is not excluded that in the eyes of some they share with Penelope the habit of undoing at night what they do during the day.
Il senso e la narrazione = The sense and the narration
Humans are creatures of narration: infinitely they narrate and narrate themselves, intertwine dialogues, light up stories to illuminate the dark caves of the heart and the world, recover and transmute memories. We live between a firm and rough, unknowable reality, an enormous furnace of perturbations and calls and colors, and an elusive, delicate and ephemeral interiority: and between the two, between the world and us, we weave with thought and with words a fragile ponte, a bridge called sense. Swing this bridge at the unequal breath of a cosmic wind, dropping phosphoric fragments: sudden hourglasses, anonymous centaurs, sleepless geometers, distant syllogisms, vanished lineages, black basalts, crazy anchorites, silent plesiosaurs, flutes and bagpipes ... and they recompose figures, and we ask ourselves questions about those figures and tell stories. Only the vertigo of asking and narrating can give meaning to a life that some say is interwoven with pure chance. Forever detached from the flourishing matrix of the world, tormented by thought, prisoners of words, slaves of interpretation, lost in a long corridor of facing mirrors: we are at the center of a great, incomprehensible rumble.
Il bizzarro mondo dei quanti = The bizarre world of quanta
Written before the final exams by an exceptionally talented young woman, this book bridges the gap between the popular literature on quantum physics, which normally avoids any mathematical formula, and specialized literature, well filled with advanced mathematics.
Matematica e cultura in Europa
Non è vero che la matematica susciti sempre poco interesse. Questa almeno è l'impressione che si ricava quando lo spunto per parlarne viene non solo dalla scienza e dalla tecnologia, ma anche dall'arte, dalla letteratura, dal cinema e dal teatro. Ce lo ha insegnato Michele Emmer con i suoi convegni Matematica e Cultura e lo abbiamo sperimentato a Bologna con le iniziative del 2000 per l'Anno Mondiale della Matematica e per Bologna Città Europea della Cultura. D’altra parte, negli ultimi anni abbiamo finalmente visto sullo schermo come protagonisti di film di successo dei matematici, non rappresentati come individui strani, ma come professionisti che svolgono il proprio lavoro, non necessariamente di insegnanti. Anche alcune opere teatrali di risonanza internazionale hanno parlato di matematici e questo ci ha spinto a organizzare per la prima volta in Italia, a Bologna, la rassegna Matematica e Teatro, che ha dato occasione non solo di assistere a spettacoli molto piacevoli, ma anche di parlare dei rapporti tra scienza, matematica e potere al tempo di Napoleone, di numeri primi, di teoria di Galois.
Buchi neri nel mio bagno di schiuma : L’enigma di Einstein = Black holes in my bubble bath : Einstein's riddle
Einstein's Enigma, or black holes in my foam bath, tells the story of the theory of gravitation, from its beginnings to the latest developments in astrophysics, focusing on Albert Einstein's theory of general relativity and the physics of black holes. Through engaging conversations and diagrams scribbled on paper napkins, the rudiments of relativity, space-time and many aspects of modern physics follow one another. In skits narrated with pedagogical skill and remarkable literary talent, the reader will come across the informal lessons that a cosmopolitan astrophysicist gives to his friend Alfie, a free lance organizer of research projects. Join in the intellectual fun and get excited with sparkling ideas, while with your imagination you enjoy a relaxing soak in this magical tub!
