Book Report: Subliminal: How Your Unconscious Mind Rules Your Behavior by Leonard Mlodinow (C)2012

Subliminal: How Your Unconscious Mind Rules Your Behavior by Leonard Mlodinow (c) 2012

About the Author: Mlodinow is a bestselling author, theoretical physicist, researcher, inventor and screenwriter. He even coauthored a book with Steven Hawking, and has authored episodes of Star Trek: The Next Generation and McGuyver. He currently teaches at Caltech.

I probably would have bought this book for the cover design alone. In addition to the straightforward title and description on the eye-catching hot green cover, "How your subconscious mind rules your behavior" there's a clever and funny "subliminal" messge printed in glossy, clear varnish all over the book. It's entirely transparent and only seen when the lights hits it in the right way (you can see it in grey on the picture left: Psst... Hey There, Yes, You, Sexy, Buy This Book Now. You know You Want it." The Spine and back cover are overprinted with "BUY! BUY! BUY!"). As a long time Ad-man, myself, this appeals to me enormously. 

You can expect the same kind of wry humor throughout the book, and happily it's used to make the science he's presenting readable and fun. The topic of this book is, as you may have guessed, how the subconscious mind works with the conscious mind in ways we're usually unaware of. Now, the subconscious is far to big a topic for any one book or author to cover completely (even if it were possible to know and understand it completely, but new discoveries are being made every day). But there's no question that this book is a valuable and fun addition to the library of anyone serious about getting a better understanding about the mind. 

Coming from a scientist, it's no surprise that he's start with history and hard science, and he quickly brings us up to date with the different ways the mind was perceived by scientists as the science rapidly developed. We're also introduced to the way brain structures and neurology affect our perceptions (did you know there's a non-visual part of the brain wired directly to the eyes that recognizes faces even if the visual portion od the brain is totally non-functional? It is possible to recognize facial expressions even if one cannot see the face! It's called the "Fusiform Face Area").