Neuroscience Applied

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• Author : Douglas McBean,Frederike van Wijck
• Publisher : Elsevier Health Sciences
• Release Date : 2012-08-11
• Total pages : 356
• ISBN : 9780702044571
• File Size : 44,6 Mb
• Total Download : 596
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Download Applied Neuroscience for the Allied Health Professions E-Book in PDF, Epub, and Kindle

This brand new resource provides a solid, comprehensive and accessible foundation in neurosciences for undergraduates and pre-registration postgraduate students. Using a multidisciplinary approach, it will guide students in their understanding of the most commonly found problems in neurological rehabilitation and inform their clinical practice. The book starts with the foundation of basic neurosciences, covering the normal function and structure of the nervous system from the organism as a whole through to the molecular level. It also introduces perceptuo-motor control and learning - topics that lie at the heart of rehabilitation. The book then goes on to discuss problems that allied health professionals commonly encounter in neurological rehabilitation. Topics covered include problems with perception and movement, planning, attention and memory, communication, motivation and emotion, sleep, continence and sexuality. The book also introduces key theories and evidence underpinning both behavioural and pharmacotherapeutic interventions used in neurologcial rehabilitation. The book closes by summarising current principles underpinning best practice and also looks to the future by identifying gaps in evidence-based practice with ideas for future research and what the future may hold for neurological rehabilitation. Throughout, a variety of supplementary information boxes point towards additional material such as Case Studies which highlight the clinical relevance of topics discussed; and a variety of Research Boxes which refer to more advanced material and/or original research studies. Each chapter ends with self-assessment questions which will check progress and prompt students to reflect on how the information presented in the chapter could be applied to clinical practice. Written by a multidisciplinary team, highly experienced in teaching, research and clinical practice Lays the foundation of basic neurosciences for allied health students Accessible and comprehensive text Introduces students to key theories and evidence underpinning neurological rehabilitation Focuses on clinically relevant information End of chapter self-assessment questions of different levels of complexity

• Author : Matthias Kliegel,Mark A. McDaniel,Gilles O. Einstein
• Publisher : Psychology Press
• Release Date : 2012-09-10
• Total pages : 416
• ISBN : 9781136678790
• File Size : 23,9 Mb
• Total Download : 236
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Download Prospective Memory in PDF, Epub, and Kindle

Over the last decade, the topic of prospective memory – the encoding, storage and delayed retrieval of intended actions – has attracted much interest, and this is reflected in a rapidly growing body of literature: 350 scientific articles have been published on this topic since the appearance of the first edited book in 1996. In addition to the quantity, the quality and diversity of approaches to research in the field has also developed rapidly. Prospective Memory provides an accessible, integrated guide to the expanded literature on the topic. While many of the authors also contributed to the 1996 book and can be regarded as the founders of current prospective memory research, other contributions come from authors who are relatively new to the field and who are examining broader aspects of prospective memory and, as a result, extending our understanding of it. Besides more generally reviewing the expanded literature, all authors have been encouraged to consider future directions for research and to raise questions that they believe all researchers in this area will need to address. The book is divided into four sections that together provide a broad and deep introduction to the cognitive, neuroscience, developmental, and applied aspects of prospective memory. Following the model of the first prospective memory volume, prominent memory researchers evaluate the papers in each section and comment more generally on the state of prospective memory research in the four major areas targeted.

• Author : SHEILA. MCLEAN RAUCH (CARMEN.),Carmen McLean
• Publisher : Unknown
• Release Date : 2021-04-06
• Total pages : 186
• ISBN : 1433834049
• File Size : 33,8 Mb
• Total Download : 490
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Download Retraining the Brain in PDF, Epub, and Kindle

"Rauch and McLean bridge the gap between neuroscience research and the treatment of PTSD patients. Individuals with PTSD have developed automatic associations between specific stimuli and traumatic events. As a result, these individuals experience intense fear when exposed to the stimuli, even though the original threat is no longer present. This book presents prolonged exposure therapy (PE), a specific manualized exposure therapy program for PTSD. A variant of exposure therapy, PE is a cognitive behavioral approach designed to reduce pathological anxiety and related emotions by helping patients approach relatively safe but distress-provoking thoughts, memories, situations, and stimuli, with the goal of reducing unhelpful emotional reactions to those stimuli. Informed by extensive research but written for clinicians, the book explains how neuroscience can guide our application of the three key components of PE: (1) psychoeducation about the nature of trauma, (2) in vivo exposure to trauma reminders, and (3) imaginal exposure to the memory of the traumatic event followed by processing of the imaginal and other exposures"--

• Author : Stanislaw Brzychczy,Roman R. Poznanski
• Publisher : Academic Press
• Release Date : 2013-08-16
• Total pages : 208
• ISBN : 9780124104822
• File Size : 47,8 Mb
• Total Download : 413
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Download Mathematical Neuroscience in PDF, Epub, and Kindle

Mathematical Neuroscience is a book for mathematical biologists seeking to discover the complexities of brain dynamics in an integrative way. It is the first research monograph devoted exclusively to the theory and methods of nonlinear analysis of infinite systems based on functional analysis techniques arising in modern mathematics. Neural models that describe the spatio-temporal evolution of coarse-grained variables—such as synaptic or firing rate activity in populations of neurons —and often take the form of integro-differential equations would not normally reflect an integrative approach. This book examines the solvability of infinite systems of reaction diffusion type equations in partially ordered abstract spaces. It considers various methods and techniques of nonlinear analysis, including comparison theorems, monotone iterative techniques, a truncation method, and topological fixed point methods. Infinite systems of such equations play a crucial role in the integrative aspects of neuroscience modeling. The first focused introduction to the use of nonlinear analysis with an infinite dimensional approach to theoretical neuroscience Combines functional analysis techniques with nonlinear dynamical systems applied to the study of the brain Introduces powerful mathematical techniques to manage the dynamics and challenges of infinite systems of equations applied to neuroscience modeling

• Author : Rajkumar Rajendram,Victor R. Preedy,Colin R. Martin
• Publisher : Academic Press
• Release Date : 2022-05-27
• Total pages : 1168
• ISBN : 9780323995757
• File Size : 52,5 Mb
• Total Download : 801
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Download The Neuroscience of Traumatic Brain Injury in PDF, Epub, and Kindle

Diagnosis and Treatment of Traumatic Brain Injury will improve readers’ understanding of the complexities of diagnosis and management of traumatic brain injuries. Featuring chapters on drug delivery, different treatments, and rehabilitation, this volume discusses in detail the impact early diagnosis and effective management has on the long-term prognosis of these injuries and the lives of those affected. This book will be relevant for neuroscientists, neurologists, clinicians, and anyone working to better understand these injuries. Traumatic brain injury has complex etiology and may arise as a consequence of physical abuse, violence, war, vehicle collisions, working in the construction industry, and sports. Cellular, Molecular, Physiological, and Behavioral Aspects of Traumatic Brain Injury will improve readers’ understanding of the detailed processes arising from traumatic brain injury. Featuring chapters on neuroinflammation, metabolism, and psychology, this volume discusses the impact of these injuries on neurological and body systems to better understand underlying pathways. This book will be relevant for neuroscientists, neurologists, clinicians, and anyone working to better understand traumatic brain injury. Diagnosis and Treatment of Traumatic Brain Injury: Covers both the diagnosis and treatment of traumatic brain cord injury Contains chapter abstracts, key facts, dictionary, and summary points to aid in understanding Features chapters on epidemiology and pain Includes MRI usage, biomarkers, and stem cell and gene therapy for management of spinal cord injury Discusses pain reduction, drug delivery, and rehabilitation Cellular, Molecular, Physiological, and Behavioral Aspects of Traumatic Brain Injury: Summarizes the neuroscience of traumatic brain injury, including cellular and molecular biology Contains chapter abstracts, key facts, dictionary, and summary points to aid in understanding Features chapters on signaling and hormonal events Includes plasticity and gene expression Examines health and stress behaviors after traumatic brain injury

• Author : E. De Schutter
• Publisher : Elsevier
• Release Date : 2003-06-20
• Total pages : 1034
• ISBN : 0444513833
• File Size : 43,5 Mb
• Total Download : 861
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Download Computational Neuroscience: Trends in Research 2003 in PDF, Epub, and Kindle

This volume includes papers originally presented at the 11th annual Computational Neuroscience Meeting (CNS 02) held in July 2002 at the Congress Plaza Hotel & Convention Center in Chicago, Illinois, USA. The CNS meetings bring together computational neuroscientists representing many different fields and backgrounds as well as many different experimental preparations and theoretical approaches. The papers published here range from pure experimental neurobiology, to neuro-ethology, mathematics, physics, and engineering. In all cases the research described is focused on understanding how nervous systems compute. The actual subjects of the research include a highly diverse number of preparations, modeling approaches and analysis techniques. Accordingly, this volume reflects the breadth and depth of current research in computational neuroscience taking place throughout the world.

• Author : Clarence W. Joldersma
• Publisher : Routledge
• Release Date : 2016-03-02
• Total pages : 230
• ISBN : 9781317623113
• File Size : 25,5 Mb
• Total Download : 380
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Download Neuroscience and Education in PDF, Epub, and Kindle

This volume makes a philosophical contribution to the application of neuroscience in education. It frames neuroscience research in novel ways around educational conceptualizing and practices, while also taking a critical look at conceptual problems in neuroeducation and at the economic reasons driving the mind-brain education movement. It offers alternative approaches for situating neuroscience in educational research and practice, including non-reductionist models drawing from Dewey and phenomenological philosophers such as Martin Heidegger and Merleau-Ponty. The volume gathers together an international bevy of leading philosophers of education who are in a unique position to contribute conceptually rich and theoretically framed insight on these new developments. The essays form an emerging dialogue to be used within philosophy of education as well as neuroeducation, educational psychology, teacher education and curriculum studies.

• Author : Jamie Ward
• Publisher : Psychology Press
• Release Date : 2016-12-14
• Total pages : 422
• ISBN : 9781317439189
• File Size : 53,6 Mb
• Total Download : 319
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Download The Student's Guide to Social Neuroscience in PDF, Epub, and Kindle

Social neuroscience is a rapidly growing field which explains, using neural mechanisms, our ability to recognize, understand, and interact with others. Concepts such as trust, revenge, empathy, prejudice, and love are now being explored and unravelled by neuroscientists. This engaging and cutting-edge text provides an accessible introduction to the complex methods and concepts of social neuroscience, with examples from contemporary research and a blend of different pedagogical features helping students to engage with the material, including essay questions, summary and key points, and further reading suggestions. The second edition of this ground-breaking text has been thoroughly revised and expanded to reflect the growing volume of evidence and theories in the field. Notable additions include a greater emphasis on genetics and hormones, and the expansion of topics such as cultural neuroscience, emotion regulation, biological markers of autism, power and status, social categorization, and new accounts of mirror neuron functioning. The book is supported by a fully updated companion website, featuring student resources including lecture recordings, multiple choice questions and useful web links, as well as PowerPoint slides for lecturers. Richly illustrated in attractive full-color, with figures, boxes, and ‘real-world’ implications of research, this text is the ideal introduction to the field for both undergraduate and postgraduate students in fields such as psychology and neuroscience.

• Author : Douglas McBean,Frederike van Wijck
• Publisher : Elsevier Health Sciences
• Release Date : 2012-09-21
• Total pages : 235
• ISBN : 9780702030284
• File Size : 24,5 Mb
• Total Download : 387
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Download Applied Neurosciences for the Allied Health Professions in PDF, Epub, and Kindle

This brand new resource provides a solid, comprehensive and accessible foundation in neurosciences for undergraduates and pre-registration postgraduate students. Using a multidisciplinary approach, it will guide students in their understanding of the most commonly found problems in neurological rehabilitation and inform their clinical practice. The book starts with the foundation of basic neurosciences, covering the normal function and structure of the nervous system from the organism as a whole through to the molecular level. It also introduces perceptuo-motor control and learning - topics that lie at the heart of rehabilitation. The book then goes on to discuss problems that allied health professionals commonly encounter in neurological rehabilitation. Topics covered include problems with perception and movement, planning, attention and memory, communication, motivation and emotion, sleep, continence and sexuality. The book also introduces key theories and evidence underpinning both behavioural and pharmacotherapeutic interventions used in neurological rehabilitation. The book closes by summarising current principles underpinning best practice and also looks to the future by identifying gaps in evidence-based practice with ideas for future research and what the future may hold for neurological rehabilitation. Throughout, a variety of supplementary information boxes point towards additional material such as Case Studies which highlight the clinical relevance of topics discussed; and a variety of Research Boxes which refer to more advanced material and/or original research studies. Each chapter ends with self-assessment questions which will check progress and prompt students to reflect on how the information presented in the chapter could be applied to clinical practice. Written by a multidisciplinary team, highly experienced in teaching, research and clinical practice Lays the foundation of basic neurosciences for allied health students Accessible and comprehensive text Introduces students to key theories and evidence underpinning neurological rehabilitation Focuses on clinically relevant information End of chapter self-assessment questions of different levels of complexity

• Author : Roland Carlstedt
• Publisher : Routledge
• Release Date : 2018-10-09
• Total pages : 414
• ISBN : 9781317528722
• File Size : 48,8 Mb
• Total Download : 600
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Download Handbook of Sport Neuroscience and Psychophysiology in PDF, Epub, and Kindle

Out of the broad arena of sport science and sport psychology, Roland A. Carlstedt presents a comprehensive collection on the neuroscience and associated psychophysiology that underlies and drives sport performance. Featuring sections ranging from the basics and foundations (anatomy and physiology) to the applied (assessment during competition, training, and mental training), Handbook of Sport Neuroscience and Psychophysiology is the first volume to provide students, researchers, practitioners, and coaches the latest knowledge on the brain, mind-body processes, and psychophysiological responding in the context of sport performance.

• Author : Anonim
• Publisher : ScholarlyEditions
• Release Date : 2012-01-09
• Total pages : 3141
• ISBN : 9781464963612
• File Size : 45,7 Mb
• Total Download : 353
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Download Issues in Neuroscience Research and Application: 2011 Edition in PDF, Epub, and Kindle

Issues in Neuroscience Research and Application: 2011 Edition is a ScholarlyEditions™ eBook that delivers timely, authoritative, and comprehensive information about Neuroscience Research and Application. The editors have built Issues in Neuroscience Research and Application: 2011 Edition on the vast information databases of ScholarlyNews.™ You can expect the information about Neuroscience Research and Application in this eBook to be deeper than what you can access anywhere else, as well as consistently reliable, authoritative, informed, and relevant. The content of Issues in Neuroscience Research and Application: 2011 Edition has been produced by the world’s leading scientists, engineers, analysts, research institutions, and companies. All of the content is from peer-reviewed sources, and all of it is written, assembled, and edited by the editors at ScholarlyEditions™ and available exclusively from us. You now have a source you can cite with authority, confidence, and credibility. More information is available at http://www.ScholarlyEditions.com/.

• Author : G. Bard Ermentrout,David H. Terman
• Publisher : Springer Science & Business Media
• Release Date : 2010-07-01
• Total pages : 422
• ISBN : 9780387877082
• File Size : 40,9 Mb
• Total Download : 379
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Download Mathematical Foundations of Neuroscience in PDF, Epub, and Kindle

This book applies methods from nonlinear dynamics to problems in neuroscience. It uses modern mathematical approaches to understand patterns of neuronal activity seen in experiments and models of neuronal behavior. The intended audience is researchers interested in applying mathematics to important problems in neuroscience, and neuroscientists who would like to understand how to create models, as well as the mathematical and computational methods for analyzing them. The authors take a very broad approach and use many different methods to solve and understand complex models of neurons and circuits. They explain and combine numerical, analytical, dynamical systems and perturbation methods to produce a modern approach to the types of model equations that arise in neuroscience. There are extensive chapters on the role of noise, multiple time scales and spatial interactions in generating complex activity patterns found in experiments. The early chapters require little more than basic calculus and some elementary differential equations and can form the core of a computational neuroscience course. Later chapters can be used as a basis for a graduate class and as a source for current research in mathematical neuroscience. The book contains a large number of illustrations, chapter summaries and hundreds of exercises which are motivated by issues that arise in biology, and involve both computation and analysis. Bard Ermentrout is Professor of Computational Biology and Professor of Mathematics at the University of Pittsburgh. David Terman is Professor of Mathematics at the Ohio State University.

• Author : Mandy Wintink
• Publisher : Unknown
• Release Date : 2016-09-30
• Total pages : 348
• ISBN : 1771801670
• File Size : 36,5 Mb
• Total Download : 212
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Download Self Science in PDF, Epub, and Kindle

Self Science invites readers to follow their own path to self-development, self-discovery, and self-awareness. A variety of reflections, chapter assignments, and experiments makeSelf Sciencenot just an informative text and memoir, but a journal and lab book that turns readers into neuroscientists."

• Author : Anonim
• Publisher : Elsevier
• Release Date : 2020-08-06
• Total pages : 328
• ISBN : 9780128207246
• File Size : 30,8 Mb
• Total Download : 691
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Download Real-World Applications in Cognitive Neuroscience in PDF, Epub, and Kindle

Real-World Applications in Cognitive Neuroscience Volume 253, the latest release in the Progress in Brain Research series, highlights new advances in the field, with this volume presenting interesting chapters on Perception and Decision Making at Sea, The Sleep-Wake Regulation in Cognition: Applications in the Real World, Decision making and the menstrual cycle in elite athletes, Decision Making under pressure in elite football, Economics and the Brain, Predictive coding: Neuroscience and art, The brain and music, Application in behavioral change, Applications of Cognitive Neuroscience to understanding Aphantasia, Applications in Inhibitory control, Applications in Vision; helping patients find their (golf) balls again, and much more. Provides the authority and expertise of leading contributors from an international board of authors Presents the latest release in the Progress in Brain Research series Updated release includes the latest information on cognitive neuroscience

• Author : Dos Santos, Manuel Alonso
• Publisher : IGI Global
• Release Date : 2016-10-25
• Total pages : 332
• ISBN : 9781522510291
• File Size : 42,7 Mb
• Total Download : 737
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Download Applying Neuroscience to Business Practice in PDF, Epub, and Kindle

Neuroscience is a multidisciplinary research area that evaluates the structural and organizational function of the nervous system. When applied to business practices, it is possible to investigate how consumers, managers, and marketers makes decisions and how their emotions may play a role in those decisions. Applying Neuroscience to Business Practice provides theoretical frameworks and current empirical research in the field. Highlighting scientific studies and real-world applications on how neuroscience is being utilized in business practices and marketing strategies to benefit organizations, as well as emergent business and management techniques being developed from this research, this book is a pivotal reference source for researchers, managers, and students.

• Author : Atli, Dincer
• Publisher : IGI Global
• Release Date : 2020-06-19
• Total pages : 304
• ISBN : 9781799831280
• File Size : 30,5 Mb
• Total Download : 512
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Download Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience in PDF, Epub, and Kindle

Marketing research in modern business has developed to include more than just data analytics. Today, an emerging interest within scientific marketing researches is the movement away from consumer research toward the use of direct neuroscientific approaches called neuromarketing. For companies to be profitable, they need to utilize the neuromarketing approach to understand how consumers view products and react to marketing, both consciously and unconsciously. Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience is a key reference source that provides relevant theoretical frameworks and the latest empirical research findings in the neuromarketing field. While highlighting topics such as advertising technologies, consumer behavior, and digital marketing, this publication explores cognitive practices and the methods of engaging customers on a neurological level. This book is ideally designed for marketers, advertisers, product developers, brand managers, consumer behavior analysts, consumer psychologists, managers, executives, behaviorists, business professionals, neuroscientists, academicians, and students.

• Author : Layne Kalbfleisch MED, PhD
• Publisher : W. W. Norton & Company
• Release Date : 2021-09-21
• Total pages : 192
• ISBN : 9780393713091
• File Size : 25,5 Mb
• Total Download : 140
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Download Teaching to Every Kid's Potential: Simple Neuroscience Lessons to Liberate Learners in PDF, Epub, and Kindle

“Teachers hold the potential to provide a student with frustration or opportunity every day—and those states are closer together than you might think.” When students repeatedly lose track of directions or take a long time to solve problems, it’s easy for teachers to see the distracted or off-task behavior, but not always to see the root of the problem. Quite often the same child who has an underdeveloped skill may have an opposing but hidden strength: a slow processor of information may also be a deep thinker. Teaching to Every Kid’s Potential is an invitation to teachers to improve the learning in their classrooms, one student at a time, using practical, evidence-based strategies. Focusing on four big concepts from neuroscience—flexibility, readiness, connection, and masking—the author shows how to apply them to build on the strengths of students. Each chapter unpacks the science; shows how talents can compensate for neural processing issues and suggests small but powerful adjustments to classroom practice that can allow kids’ gifts to emerge.

• Author : Judith Rustin
• Publisher : W. W. Norton & Company
• Release Date : 2012-12-31
• Total pages : 224
• ISBN : 9780393708028
• File Size : 51,7 Mb
• Total Download : 794
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Download Infant Research & Neuroscience at Work in Psychotherapy: Expanding the Clinical Repertoire in PDF, Epub, and Kindle

Translating recent neuroscience and infant research to clinical practice. By decoding the scientific data, this book explains how recent findings from brain and infant research can expand a clinician’s understanding of the therapist-client relationship and, in turn, improve how therapy is done. Offering clinical insights into key developmental mechanisms, Judith Rustin highlights the possibilities for new and creative treatment protocols. She summarizes and synthesizes basic concepts and ideas derived from infant research and neuroscience for clinicians not familiar with the literature. Using examples from her own practice to show how a clinician might integrate these concepts into psychodynamic practice, she invites other clinicians to experiment with finding their own pathways to integration of this valuable material in the clinical endeavor. Rustin explains how self- and mutual regulation (or bidirectional interaction)—concepts of which are both firmly grounded in the dyadic systems model of interaction—develop in infancy, how they contribute to a growing sense of self, and how they ultimately serve as templates for future interactions with others. She explains and shows how an understanding of them enriches a two-person perspective in clinical work. She then focuses on the brain science behind four additional concepts, each of which has particular application to clinical work: memory, the mind–body connection, the fear system, and mirror neurons and the concept of shared circuitry. Clinical material is interwoven with explications of each concept.

• Author : Carolina Machado,J. Paulo Davim
• Publisher : Springer Nature
• Release Date : 2022-04-18
• Total pages : 221
• ISBN : 9783030981839
• File Size : 22,5 Mb
• Total Download : 879
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Download Organizational Innovation in the Digital Age in PDF, Epub, and Kindle

This book focuses on how businesses manage organizational innovation processes. It explores the innovative policies and practices that organizations need to develop to allow them to be successful in this digital age. These policies will be based on key resources such as research and development and human resources and need to enable companies to respond to challenges they may face due to the digital economy. It explains how organizational innovation can be used to improve business’s development, performance, conduct and outcomes. Contributing to stimulate the growth and development of each individual in a dynamic, competitive and global economy, the present book can be used by a diverse range of readers, including academics, researchers, managers and engineers interested in matters related with Organizational Innovation in the Digital Age.

• Author : Karim G. Oweiss
• Publisher : Academic Press
• Release Date : 2010-09-22
• Total pages : 433
• ISBN : 0080962963
• File Size : 51,9 Mb
• Total Download : 570
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Download Statistical Signal Processing for Neuroscience and Neurotechnology in PDF, Epub, and Kindle

This is a uniquely comprehensive reference that summarizes the state of the art of signal processing theory and techniques for solving emerging problems in neuroscience, and which clearly presents new theory, algorithms, software and hardware tools that are specifically tailored to the nature of the neurobiological environment. It gives a broad overview of the basic principles, theories and methods in statistical signal processing for basic and applied neuroscience problems. Written by experts in the field, the book is an ideal reference for researchers working in the field of neural engineering, neural interface, computational neuroscience, neuroinformatics, neuropsychology and neural physiology. By giving a broad overview of the basic principles, theories and methods, it is also an ideal introduction to statistical signal processing in neuroscience. A comprehensive overview of the specific problems in neuroscience that require application of existing and development of new theory, techniques, and technology by the signal processing community Contains state-of-the-art signal processing, information theory, and machine learning algorithms and techniques for neuroscience research Presents quantitative and information-driven science that has been, or can be, applied to basic and translational neuroscience problems

• Author : Dirk Remley
• Publisher : Routledge
• Release Date : 2017-03-16
• Total pages : 164
• ISBN : 9781351796675
• File Size : 32,9 Mb
• Total Download : 536
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Download The Neuroscience of Multimodal Persuasive Messages in PDF, Epub, and Kindle

In this book, Dirk Remley applies his model of integrating multimodal rhetorical theory and multi-sensory neural processing theory pertaining to cognition and learning to multimodal persuasive messages. Using existing theories from multimodal rhetoric and specific findings from neurobiological studies, the book shows possible applications of the model through case studies related to persuasive messages such as those found in political campaign advertising, legal scenarios and general advertising, including print, videos, and in-person settings. As such, the book furthers the discussion of cognitive neuroscience and multimodal rhetorical theory, and it serves as a vehicle by which readers can better understand the links between multimodal rhetoric and cognitive neuroscience associated with persuasive communication in professional and educational environments.