It is impossible to create and sell services and products without knowledge of the functioning of the brain and psychology. To better understand the topic, I made a selection of books that will cause you irreparable benefits. Books are suitable for beginners and professional marketers, entrepreneurs, coaches, psychologists, product managers and teachers.
Important! Opinion about books is subjective and may not coincide with yours. Any discussions in the comments are welcome.
- "The brain is lying! The secrets of the brain. We know the brain - we control ourselves", Svetlana Kuzina, "AST", 2011
- "Brain and suggestion", Vladimir Bekhterev, "AST", 2015
- “Brain and Soul: How Nervous Activity Forms Our Inner World”, Frit Chris, Corpus, 2014
- "Brain and Happiness. Mysteries of Modern Neuropsychology", Hanson Rick, Eksmo, 2011
- “Brain and body. How sensations affect our feelings and emotions”, Beilok Sayen, “MYTH”, 2015
- "The brain of retirement. A scientific look at the elderly", Aleman Andre, "MIF", 2015
- "Hire brain. How human thinking works and how to create a soul for a computer", Alexey Redozubov, Amfora, 2010
- "The Brain Online. Man in the Internet Age", Small Gary, Colibri, 2011
- "The brain against excess weight", Amen Daniel, Eksmo-Press, 2014
- "Brain-boosters. How to learn to think effectively using techniques from different sciences", Nisbett Richard, Alpina Publisher, 2018
- "Buyology: an exciting journey into the brain of the modern consumer", Lindstrom Martin, Alpina Business Books, 2013 no
- "Attentive brain. A scientific view of meditation", Siegel Daniel, "MYTH", 2015
- "Hormones of happiness. How to train the brain to produce serotonin, dopamine, endorphin and oxytocin", Braining Loretta, "MYTH", 2016
- “Game. How it affects our imagination, brain and health,” Brown Stewart, “MYTH”, 2015
- “A duel of neurosurgeons. How the secrets of the brain were discovered and why the death of one king could turn science over”, Kin Sam, Eksmo, 2015
- "Chimpanzee Paradox. Brain Management", Steve Peters, Eksmo, 2016
- "Secrets of your child's brain", Wong Sam, Eksmo, 2012
- "Super Zero. As a brain reboot opens your innate genius", Coulter Di Joy, Eksmo, 2016
- "The rules of the brain. What is worth knowing about the brain to you and your children", John Medina, "MYTH", 2014
- "How the brain makes us do stupid things", Asya Kazantseva, Corpus, 2014
- Psychology books
- "Psychology of grief", Sergey Shofov, Rech, 2006
- "The Psychology of Critical Thinking", Halpern Diana, Peter, 2000
- “Psychology of mistrust. How not to get caught on the hook of scammers”, Konnikova Maria, “Alphabet-Business”, 2016
- "Spiritus Animalis, or How Human Psychology Drives the Economy", Akerlof George, United Press, 2010
- "Flexible Consciousness. A New View on the Psychology of Adult and Child Development", Carol Duke, "MYTH", 2013
- "Psychology of lies. Lie to me if you can," Paul Ekman, Peter, 2018
- "Games that people play. The psychology of human relations", Eric Bern, "Eksmo", 2016
- "Trinity. Be more than yourself", Andrey Kurpatov, "Capital", 2018
- "Saying life" Yes! ". Psychologist in a concentration camp," Victor Frankl, "Alpina non-fiction", 2018
- "River of consciousness", Oliver Sachs, "AST", 2018
- "All psychology in 50 experiments. Pavlov's dog", Adam Hart-Davies, Peter, 2018
- "The Tale of the Mind", Mikhail Zoshchenko, "Pedagogy", 1990
- "Human psychology from birth to death", a group of authors, "AST", 2015
- "Work with the body in psychotherapy. A practical guide", Galina Timoshenko, Elena Leonenko, "Institute of Psychotherapy", 2017
Books about the brain
"The brain is lying! The secrets of the brain. We know the brain - we control ourselves", Svetlana Kuzina, "AST", 2011
About what: what types of human memory are (visual, auditory, kinetic, etc.), how to change the character and world view with the help of their training.
Opinion: Read this book first if you have not previously read books about the brain. It is easy to read, does not contain scientific terms that can not be interpreted. It will help to review the methods of self-improvement, take a fresh look at any training.
The best "If we do not remember 95% of our life, it means that they were filled with empty events and unnecessary information, from which the memory itself saved us."
"Brain and suggestion", Vladimir Bekhterev, "AST", 2015
About what: about hypnosis, pseudoscientific theories, hysteria and schizophrenics, thinking. The book contains dozens of case histories, a classification of manipulations of consciousness and an attempt to understand the phenomenon of suggestibility.
Opinion: Bekhterev is a Russian neurologist who lived in the XIX-XX centuries. The information is not outdated, but the language is difficult - the feeling that you are reading Tolstoy, only Tolstoy-psychiatrist. If you throw flatter phrases, then the information is amazing: understand how to insert the manipulation into the advertisement and figure out where they are manipulating you. Perhaps after this you will suddenly stop being friends with someone.
"Everyone knows that in theaters, churches, and other crowded meetings, it’s enough to say the word fire! To cause a whole epidemic of fear or panic."
“Brain and Soul: How Nervous Activity Forms Our Inner World”, Frit Chris, Corpus, 2014
About what: about consciousness, basic functions of the brain, human reactions to external stimuli.
Opinion: suitable for superficial acquaintance with the capabilities of the brain. Mostly naive, philosophical - the author's conjectures are of little interest, unlike examples and case histories. Not a word about the soul - only about consciousness (which corresponds to the original title, but not its translation). Took quotes for educational projects.
"Our imagination is completely creative. It does not make predictions and does not correct mistakes. We do not create anything in our heads."
"Brain and Happiness. Mysteries of Modern Neuropsychology", Hanson Rick, Eksmo, 2011
About what: about the causes of suffering - how the nervous system behaves in different emotional situations. The concepts of good and evil, ways of overcoming depressive states are touched. There are exercises to control self-awareness.
Opinion: ideal for those who work a lot and are in constant negative - described techniques of meditation from contemplative traditions, tips on the correct response to destructive attacks. It will also help to understand how to form triggers based on fear, aggression, melancholy, etc. Of the subjective minuses: the second part advocates Buddhism - not everyone is close.
"Wisdom is connected with the problem of choice, for example, giving up less pleasure for more."
“Brain and body. How sensations affect our feelings and emotions”, Beilok Sayen, “MYTH”, 2015
About what: how the physical condition of the body affects the mind and emotions.
Opinion: interesting book, but often repeats the main idea. The facts, research, references to professors' lectures belong to the American scientific world. Given the differences in mentalities, apply this knowledge should be with caution.
"The longer you live in a city, the higher the likelihood that you will develop schizophrenia."
"The brain of retirement. A scientific look at the elderly", Aleman Andre, "MIF", 2015
About what: how the brain of older people works, how it differs from the brain of young people and children, what changes in cognitive abilities await each person in old age.
Opinion: a great opportunity to understand why old women on the benches are always unhappy and what to do so that communication with them is not a burden. There are no recommendations for correct aging (except well-known). Information should be used to study the behavior of older people as consumers. The book is written in accessible language.
“Older people better understand that it is in this life that brings them joy, which means that they make better decisions.”
"Hire brain. How human thinking works and how to create a soul for a computer", Alexey Redozubov, Amfora, 2010
About what: about the anatomy of the brain, the formation of conditioned and unconditioned reflexes, thinking, emotions. Why do people have different tastes, how does humor affect life, the mechanisms of its formation, what language does the brain “speak” and what is an internal speaker.
Opinion: the most fiery book that I have read in the last six months. The style of narration is difficult in some places, on the first pages there is well-known information from a school biology course. The conclusions of the author are based on authoritative scientific articles, there are own unusual assumptions. Of the minuses - factual errors (for example, about the relationship of emotions and human behavior).
"Public opinion, propaganda, the conviction of others - all this, if it does not meet with a person's critical thinking or at least stubbornness, is postponed by memories that sooner or later form pseudo-instinct."
"The Brain Online. Man in the Internet Age", Small Gary, Colibri, 2011
About what: on the impact of computers and gadgets on humans, an evolutionary leap and attachment to digital space.
Opinion: In my opinion, the useful part of the book is the first. In it, the author talks about the dependence of excited brain foci on contact with electronic devices. The information was useful for conclusions on some aspects of prototyping - I derived the layout of the elements depending on the human response to the screen area. The second part was useless.
"The brain is not designed for long-term tracking of information coming from everywhere. In the end, a long and deep immersion in the digital world will cause a special kind of overwork."
"The brain against excess weight", Amen Daniel, Eksmo-Press, 2014
About what: about losing weight, based on work with the human psyche. How to determine your brain type and choose exercises and diets, taking into account its features.
Opinion: The book is curious for marketers and product managers - the curtain of secrets about the thoughts of losing people is ajar. There are tests to determine the type of brain, attitude to life and health. Annoyed by the advertising system (clinic), Mr. Amen, the history of patients - their success is played out, I personally have no faith in such a cloudless process of losing weight.
"Many people are doomed to fail in their endeavors, because they seek immediate pleasure without thinking about the future at all."
"Brain-boosters. How to learn to think effectively using techniques from different sciences", Nisbett Richard, Alpina Publisher, 2018
About what: how to learn to think critically, control actions and understand lies.
Opinion: again the mismatch of title and content. In the book imbalance in social psychology, you will find answers to the questions: how to analyze the information received, to see the causal relationships, to avoid logical errors. However, there are almost no promised methods (a few well-known ones do not count), but interesting historical information is abundant.
"Of the five people with whom you spend most of your time, you are in the middle."
"Buyology: an exciting journey into the brain of the modern consumer", Lindstrom Martin, Alpina Business Books, 2013
About what: how the brain behaves when shopping, why people depend on brands. What do marketers do to attract customers' attention, do they need to use sexual overtones, demonstration of bad habits in advertising.
Opinion: I will be honest - read only to beginners in marketing or public relations. You are sure to find a bunch of facts and proven research, understand how to do advertising. For the old-timers, there will be nothing new.
"Every research marketer is now a cross between a scientist and a fortune-teller: he must correctly and quickly assess the situation, and then beautifully put it all into a plausible story."
"Buddha, the brain and the neurophysiology of happiness. How to change life for the better. A practical guide," Mingyur Yonge, Orientaliya, 2015
About what: about meditation and its effects on the brain. How to start practicing awareness of what it will give and how the practice will affect the mental abilities of a person and his emotional life.
Opinion: I liked the ease and full acceptance of science. This is important, because the author is a real Buddhist monk. He reinforces all the findings with research; he does not present personal assumptions as truth, indicating that it is impossible to find an evidence base. The book is so emotionally calm that you feel a complete immersion while reading - it seemed that while I was reading, I myself was meditating.
"I began to understand from an objective scientific point of view, why practitioners actually work: these feelings of limitation, anxiety, fear and other things are just neural chatter. In essence, they are habits. And any habits can be weaned."
"Attentive brain. A scientific view of meditation", Siegel Daniel, "MYTH", 2015
About what: how to focus the mind on important things and achieve satisfaction, to apply the practice of meditation. On the structure of the brain, thinking, the emotional sphere of human life.
Opinion: there is no meditation technique, rather a scientific analysis of meditation as a concept. I recommend to include critical thinking and google terms that seemed suspicious. The author himself introduced some concepts himself and there is no scientific substantiation of their effectiveness.
"The advantage of dropping judgments is that life becomes more enjoyable, exciting, exciting, flexible and physiologically healthy. Curiosity? No. We become" just "curious, open, accepting and even loving."
"Hormones of happiness. How to train the brain to produce serotonin, dopamine, endorphin and oxytocin", Braining Loretta, "MYTH", 2016
About what: about hormones, emotions, habits.
Opinion: The author tries to bring the reader into the world of positive emotions and insists on the exclusion of negative ones. That to any sensible person will seem illogical: there are no bad emotions, there is no development and experience. Of interest is the step-by-step plan for putting life in order - selective technology will really help to become more phlegmatic.
"When expectations are replaced by disappointment, you experience a strong rush of cortisol."
“Game. How it affects our imagination, brain and health,” Brown Stewart, “MYTH”, 2015
About what: about the game, as a resource for self-education, analysis of behavior and the acquisition of new skills of awareness.
Opinion: information from the book is a great way to understand the psychological and biological role of the game. Tips are suitable for business development, building relationships with children and animals. Before you rush into the pool with head, consider whether the game is suitable for your case, because Stewart has driven research into a narrow behavioral framework and did not take into account the diversity of social interactions.
"Ayron hypothesizes that unusual activities increase the level of dopamine in the brain - the neurotransmitter needed for pleasure."
“A duel of neurosurgeons. How the secrets of the brain were discovered and why the death of one king could turn science over”, Kin Sam, Eksmo, 2015
About what: about the first experiments of lobotomy, medical experiments and mistakes, amazing patients who survived brain damage and survived.
Opinion: awesome book. Stories based on historical references and medical reports. The book is funny, the language is simple, easy and slightly literary.
"We are all born with ready neural circuits in the lower brain regions that control reflexes such as sneezing, swallowing and yawning: as soon as the first neurons work, the rest follow them like dominoes from the slightest jolt. Therefore, reflex responses in all people generally the same. "
"Chimpanzee Paradox. Brain Management", Steve Peters, Eksmo, 2016
About what: Steve Peters unique method of inventory of feelings, recovery of health and the search for the meaning of life.
Opinion: reminds Eric Berne - those who read it will also like this book. The author advises to treat yourself and life more seriously, write down the pros and cons of your actions, set a goal, and perceive negative emotions as "an inner animal." So-so tips in my opinion. Keep in mind, the Peters technique has no scientific basis, which he honestly warns about in the pages of the book.
“If you fail at something, do not lose your enthusiasm. Take lessons from difficulties and be sure to note your progress.”
"Secrets of your child's brain", Wong Sam, Eksmo, 2012
About what: how the brain of a child works and develops from the beginning of intrauterine development, what to do to influence the intellect of the future baby and how it will agree with the teenager.
Opinion: read to understand how to work with parents and children. The goal has been achieved - for a second the world of kids and teenagers opened up at a different angle. The presentation is dry, a lot of facts, including unverified. There is a feeling that the author is juggling the facts and trying to impose a certain strategy of education. I think those who have children will appreciate the book higher than me.
"A five-year-old who weighs 20 kg needs 860 calories per day, and half of that energy goes to the brain."
"Super Zero. As a brain reboot opens your innate genius", Coulter Di Joy, Eksmo, 2016
About what: how to use the body and brain to become smarter and uncover unused areas of consciousness.
Opinion: The author has turned biology and physiology and mixed the basic concepts of brain functioning with his own ideas about it. The ultimate goal is to make the reader return to the primordial mind, look at the world through the eyes of a child. I recommend the book, despite the flaws: I believe that a specific approach may be working for people who often come up with difficulties for themselves.
"If you want your mind to be alert, click your tongue over the sky. Animal researchers have found that all mammals click their tongues over the sky to attract the attention of their young."
"Правила мозга. Что стоит знать о мозге вам и вашим детям", Медина Джон, "МИФ", 2014
О чем: about brain puzzles and ways to make life more productive.
Opinion: pioneers of books about the brain will like it: simple explanations of anatomy, the rules are literate and structured, it is easy and interesting to read. Nevertheless, even half of the book will certainly seem vaguely familiar to even inexperienced readers because of common truths - everyone knows that in order to feel well you need to walk more, go to bed and eat healthy food in time. And this is not a secret at all.
“There are two ways to deal with a tough environment: get stronger or become smarter.”
"How the brain makes us do stupid things", Asya Kazantseva, Corpus, 2014
About what: why the brain makes us do stupid things, what harm do alcohol and cigarettes cause to neural connections and what to do with depression.
Opinion: the book is written in simple language, a lot of humor - the author does not conduct research, but only popularizes the existing ones. Pictures and captions are funny. I did not like the fact that the author often mentions former guys (I do not envy, but I consider this information incorrect). Another drawback: by the end of the book, the passions decrease, the story rolls into a cursory story, ceases to hold attention. The last chapters were given with difficulty, but still liked.
"The brain does not have a mouth, so it cannot eat sweets. But you can be forced to do whatever it pleases."
"Psychology of grief", Sergey Shofov, Rech, 2006
About what: how to survive the grief with the loss of a loved one, at which point the grief from the normal develops into a pathological one, how to help the survivor of the loss.
Opinion: The reactions of the body to losses in children and adults are decomposed on the shelves. The work with people who have experienced grief is ideally arranged: let them talk about the dead, return them to reality with external stimuli, prevent the attempt to idealize loved ones, ask again to speak the moment of death of a person. Without this knowledge it is difficult to communicate with a person distraught with grief no matter what industry you work in. A person in such a state may well make a tantrum in a cafe or when buying a cabinet (even if six months have passed since the event) - this knowledge would be useful to me when I worked in retail.
"Or some kind of average, very relative time reference point is given. So, for example, it is noted that the first reaction to the news of death — shock and numbness — can last from a few seconds to a few weeks, on average, seven to nine days.”
"The Psychology of Critical Thinking", Halpern Diana, Peter, 2000
About what: how to learn to think critically and disbelieve everything they say.
Opinion: there are many practical exercises on the development of critical thinking, but the content itself is controversial - the author puts personal opinion at the center of his opinion, rather than scientifically proven facts. The impression is positive.
"Advertising is replete with all sorts of euphemisms. Perhaps" paper towels for the bathroom "and" feminine hygiene items "seem more attractive and desirable than" toilet paper "and" tampons "?"
“Psychology of mistrust. How not to get caught on the hook of scammers”, Konnikova Maria, “Alphabet-Business”, 2016
About what: about fraud and its mechanisms. As scammers force people to fulfill their demands, why the head of a large company is also defenseless in front of them, like a lonely retiree from the backwoods.
Opinion: the title does not match the content, but the book does not make it worse. The basic techniques of manipulation, the psychology of faith and the classic schemes of fraud are described. Recipes, how not to become a victim - no. Advertisers will find several useful life hacking (after analyzing the theory) about the impact on the psyche of buyers.
“Having invested enough resources in our undertaking — money, time, reputation — we become immune to disturbing signals.”
"Spiritus Animalis, or How Human Psychology Drives the Economy", Akerlof George, United Press, 2010
About what: why everyday decisions about spending money affect the macroeconomics negatively, what to do to improve the financial situation of society and each individual family.
Opinion: for non-specialists the book is complicated. On the one hand, the impression is positive, since the person’s irrational actions are described in relation to money (such information comes in the analysis of target audiences), on the other hand, it is negative. Crisis moments are poorly disclosed, the experience of exiting them is based only on foreign practice. It remains to snatch national ideas of behavioral psychology.
"Most of the decisions - not excepting the most important ones - we take, simply because they" seem right. "
"Flexible Consciousness. A New View on the Psychology of Adult and Child Development", Carol Duke, "MYTH", 2013
About what: about internal installations that help achieve goals and live a happy life.
Opinion: cognitive theories about human behavior, mistakes and attitudes towards them, tolerance and courage in making decisions. Enough information as a base: starting from it, you can analyze the behavior of others and develop patterns of interaction. The book gives a charge of motivation.
"Growth setting helps people to see in the prejudices just someone's opinion - and confront them, retaining confidence in themselves and realizing their full potential."
"Psychology of lies. Lie to me if you can," Paul Ekman, Peter, 2018
About what: why people cheat, how to expose a lie and stop being gullible. What are the forms of lies, what moral and social aspects violate people who are able to manipulate the minds of others.
Opinion: I thought for a long time whether to recommend this book and decided nevertheless to recommend for general development. In everyday life, you are unlikely to apply at least 5% of the material read. Knowledge of methods of manipulation will not help to avoid the fate of being deceived, but perhaps you keep back in difficult situations so that it does not take for deception. It will be useful to people working in the service sector.
"A liar can be a good - and a bad person, pleasant - and unpleasant. But a person always chooses himself - to lie or tell the truth."
"Games that people play. The psychology of human relations", Eric Bern, "Eksmo", 2016
About what: about life scenarios and solving psychological problems with the help of exiting them.
Opinion: heavy narration, better read with a pencil. Bern speaks about the inner Parent, Child, Adult. The development of events in life depends on how the inner “I” interacts with its surroundings at a specific point in time. On the one hand, this is a classic of psychology - many practical thoughts, successful examples of mind programming, on the other hand, philosophy and examples that are not very close to Russian reality. It is worth reading to understand your own behavior and start the reaction of canceling "destructive" states.
"The script (Script) is a life plan based on a decision made in childhood, supported by parents, justified by subsequent events and culminating in the chosen alternative."
"Trinity. Be more than yourself", Andrey Kurpatov, "Capital", 2018
About what: how to communicate with people depending on their way of thinking, how to create effective models of reality and see new opportunities for self-development.
Opinion: not to say that the theory of three types of thinking is close to me, but the book is worth attention. If you learned in the lines of your customers, then you will get the tools to work with any objections. Interestingly described the phenomenon of genius, approaches to self-knowledge and self-development. Written easily and with humor.
"We are accustomed to the diversity of human behavior and absolutely do not notice that no" standard "actually exists, and any" norm "is just a fiction."
"Saying life" Yes! ". Psychologist in a concentration camp," Victor Frankl, "Alpina non-fiction", 2018
About what: about the strength of the human spirit, about the path to understanding the destination. The history of the Austrian psychologist, past the Nazi camp.
Opinion: it is possible to attribute this book to the psychology section incorrectly - this is the story of a psychologist who analyzes life in a concentration camp through the prism of academic experience. You should perceive it as a source of motivation, but if you read between the lines, you can catch a few important ideas for self-analysis - why a positive attitude is so important, why defend your positions.
"People have forgotten how to rejoice. It turns out that this was still to be learned."
"River of consciousness", Oliver Sachs, "AST", 2018
About what: a collection of works by neuropsychologist Oliver Sachs on the study of problems in various fields of science.
Opinion: I love Oliver Sachs and recommend reading all his books. There is little psychology in open form in this book (but there is one) - mainly research on the functioning of the brain and attitude to the problems of modern sciences, the history of discoverers like Darwin, Freud, James. The book is written amazingly: soft and easy. Definitely read to expand horizons.
"Nature has used at least two different ways to create a brain, but in fact there are almost as many of them as in the world of animal types."
"All psychology in 50 experiments. Pavlov's dog", Adam Hart-Davies, Peter, 2018
About what: how psychology developed, what experiments had an impact on psychology, as an independent science. What led verification of the most insane ideas with the help of science.
Opinion: An interesting book about how psychology developed. Easy to read, funny in places. If you read in a row, by the end of the book you will be a couch expert of human souls; if you mix the chapters, you will just have a good time. Recommend.
"Sight, although it may be useful for a person who has been blind for a long time, but at the same time can be a potential source of suffering."
"The Tale of the Mind", Mikhail Zoshchenko, "Pedagogy", 1990
About what: autobiography of satirist Mikhail Zoshchenko. The author tells what self-analysis he spent to get rid of depressive states and improve himself.
Opinion: You need to read the first part of "Before the Sunrise", but if you do not find it - do not worry. The book is a deep introspection, an example of how you can understand yourself without a psychologist and get out of any destructive state - suppress fear, depression, anger or aggression. It is interesting both from an artistic point of view and from the point of view of psychology.
“But where did I wander?” I thought. “What kind of psychological jungle has a beggar brought me, for which I dutifully went with the hope of finding the cause of my fear of him?”
"Human psychology from birth to death", a group of authors, "AST", 2015
About what: textbook on human psychology from the moment of conception to the moment of death. Cognitive abilities, behavioral features, motivation, concepts of personalities are affected.
Opinion: one should not expect an ideal presentation, humor or simplicity from the book - the narration is structured, dry and aimed at describing the well-known principles of psychology. I recommend using it as a basic book, after which to study each area of psychology in depth from other sources.
"Mental processes act as the primary regulators of human behavior. They have a certain beginning, course and end."
"Work with the body in psychotherapy. A practical guide", Galina Timoshenko, Elena Leonenko, "Institute of Psychotherapy", 2017
About what: about psychotherapeutic methods of working with the body to improve the psychological state of a person.
Opinion: The book is focused on the scientific community, but I recommend to ignore it and read it. Exercises to work with the body in the context of psychology are easy to do at home, which I successfully do for several months and see changes in myself and health. In general, I basically like Galina Timoshenko - a harsh and sarcastic psychologist, who in two accounts leads a person to an independent analysis of the problem.
Enjoy your literary evenings, friends!