Engineering in The Books Store

• Why do our headaches persist after taking a one-cent aspirin but disappear when we take a 50-cent aspirin?
• Why does recalling the Ten Commandments reduce our tendency to lie, even when we couldn't possibly be caught?
• Why do we splurge on a lavish meal but cut coupons to save twenty-five cents on a can of soup?
• Why do we go back for second helpings at the unlimited buffet, even when our stomachs are already full?
• And how did we ever start spending $4.15 on a cup of coffee when, just a few years ago, we used to pay less than a dollar?

When it comes to making decisions in our lives, we think we're in control. We think we're making smart, rational choices. But are we?

In a series of illuminating, often surprising experiments, MIT behavioral economist Dan Ariely refutes the common assumption that we behave in fundamentally rational ways. Blending everyday experience with groundbreaking research, Ariely explains how expectations, emotions, social norms, and other invisible, seemingly illogical forces skew our reasoning abilities.

Not only do we make astonishingly simple mistakes every day, but we make the same types of mistakes, Ariely discovers. We consistently overpay, underestimate, and procrastinate. We fail to understand the profound effects of our emotions on what we want, and we overvalue what we already own. Yet these misguided behaviors are neither random nor senseless. They're systematic and predictable—making us predictably irrational.

From drinking coffee to losing weight, from buying a car to choosing a romantic partner, Ariely explains how to break through these systematic patterns of thought to make better decisions. Predictably Irrational will change the way we interact with the world—one small decision at a time.

“This book would be a bargain at ten times its price! If you are writing iPhone software, it will save you weeks of development time. Erica has included dozens of crisp and clear examples illustrating essential iPhone development techniques and many others that show special effects going way beyond Apple’s official documentation.”

—Tim Burks, iPhone Software Developer, TootSweet Software

“Erica Sadun’s technical expertise lives up to the Addison-Wesley name. The iPhone Developer’s Cookbook is a comprehensive walkthrough of iPhone development that will help anyone out, from beginners to more experienced developers. Code samples and screenshots help punctuate the numerous tips and tricks in this book.”

—Jacqui Cheng, Associate Editor, Ars Technica

“We make our living writing this stuff and yet I am humbled by Erica’s command of her subject matter and the way she presents the material: pleasantly informal, then very appropriately detailed technically. This is a going to be the Petzold book for iPhone developers.”

—Daniel Pasco, Lead Developer and CEO, Black Pixel Luminance

“The iPhone Developer’s Cookbook: Building Applications with the iPhone SDK should be the first resource for the beginning iPhone programmer, and is the best supplemental material to Apple’s own documentation.”

—Alex C. Schaefer, Lead Programmer, ApolloIM, iPhone Application Development Specialist, MeLLmo, Inc

“Erica’s book is a truly great resource for Cocoa Touch developers. This book goes far beyond the documentation on Apple’s Web site, and she includes methods that give the developer a deeper understanding of the iPhone OS, by letting them glimpse at what’s going on behind the scenes on this incredible mobile platform.”

—John Zorko, Sr. Software Engineer, Mobile Devices

The iPhone and iPod touch aren’t just attracting millions of new users; their breakthrough development platform enables programmers to build tomorrow’s killer applications. If you’re getting started with iPhone programming, this book brings together tested, ready-to-use code for hundreds of the challenges you’re most likely to encounter. Use this fully documented, easy-to-customize code to get productive fast—and focus your time on the specifics of your application, not boilerplate tasks.

Leading iPhone developer Erica Sadun begins by exploring the iPhone delivery platform and SDK, helping you set up your development environment, and showing how iPhone applications are constructed. Next, she offers single-task recipes for the full spectrum of iPhone/iPod touch programming jobs:

• Utilize views and tables
• Organize interface elements
• Alert and respond to users
• Access the Address Book (people), Core Location (places), and Sensors (things)
• Connect to the Internet and Web services
• Display media content
• Create secure Keychain entries
• And much more

You’ll even discover how to use Cover Flow to create gorgeous visual selection experiences that put scrolling lists to shame!

This book is organized for fast access: related tasks are grouped together, and you can jump directly to the right solution, even if you don’t know which class or framework to use. All code is based on Apple’s publicly released iPhone SDK, not a beta. No matter what iPhone projects come your way, The iPhone Developer’s Cookbook will be your indispensable companion.

Written by New York Times columnist and Missing Manual series creator David Pogue, this first-to-market update shows readers and tire kickers everything they need to know to get the most out of their new Apple iPhone. As beautiful as the product it covers, this full-color book helps readers accomplish everything from Web browsing to watching videos.

Alcohol Can Be A Gas! contains 640 8-1/2 by 11 pages, with 514 charts, photos, and illustrations to reinforce the information-dense text. The book is geared for the nonscientific reader, but its 473 endnotes provide the technical foundation behind the accessible prose. A 700-word glossary and a 6300-entry index extend the book's usefulness.

This book is the distilled essence of the most pertinent information ever assembled in one place on alcohol fuel, the technology that can help us finally become producers of almost limitless energy, instead of extractors of finite resources. How we produce our energy from here on out will determine how we govern ourselves and how we relate to nature and the environment; it will also create a sea change in where wealth concentrates. It will determine if the future is ruled by a small number of armed dictatorships backed by military and industrial interests (a cabal author David Blume likes to refer to as MegaOilron or the Oilygarchy), or if energy, and therefore power, is held by a diffusion of democratic entities, based on their ingenuity and ability to gather a portion of their daily solar income.

As Blume writes in the Introduction to Alcohol Can Be a Gas!: "Various prospective publishers argued that putting all of this material into one large volume might scare off readers who just want a recipe book of how to make alcohol. They said, 'All this history and politics is fascinating, but aren't you afraid that including it in your how-to book would scare away some buyers?' 'Put it in a separate publication,' their marketing experts said. But in the final analysis, I decided that this book should be a complete tool kit to revolutionize our transportation energy system, combining a broad, sweeping vision with intricate detail.

"I spent four years working on this book with a small team of researchers. I traveled all over the United States in search of the most up-to-date information. In frozen South Dakota, I talked to Orrie Swayze and his farmer and VFW buddies who are taking on the oil companies, and to alcohol combustion engineer and alcohol aviation expert, Jim Behnken. I went to Decatur, Illinois, to see the largest alcohol plant in the U.S., Archer Daniels Midland's 200-million-gallon-per-year plant. My travels also took me to Brazil to document the world's largest alcohol fuel program.

Gingrich is famous for taking big, visionary ideas and boiling them down into practical solutions as demonstrated in this year's earlier release, Real Change, which was on the New York Times bestseller list for eleven weeks. His new book Drill Here, Drill Now, Pay Less does just that. Dealing not only with spiraling gas prices, but with the energy crisis as a whole, Gingrich shows how we can safely reap the benefits of America's own natural resources and technology in gas, oil, coal, wind, solar, biofuels and nuclear energy.