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The Eureka Factor: Aha Moments, Creative Insight, and the Brain

John Kounios & Mark Beeman
Item #: D70999
Format: Cloth
Pages/Publication Date: 275 / 2015
Publisher: Random House
ISBN: 9781400068548
$28.00 $5.98
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Call it a moment of "Eureka!" or "Aha!" Creative insights, as psychological scientists term them, have variously conveyed a discovery in the science of genetics to Nobel laureate Barbara McClintock, the melody of a Beatles ballad to Paul McCartney, and an understanding of the cause of human suffering to the Buddha. But these moments of clarity are not given only to the famous, note neuroscientists John Kounios and Mark Beeman; anyone can have them. Here they explain how insights arise, as well as what science says about stimulating more of them, while using anecdotes to illuminate how eureka experiences can become a key factor in your life.

"The writing is engaging and readable, mixing stories of famous perceptions with explanations of how such revelations happen, and including suggestions throughout to help people become more insightful."—Library Journal (starred review)

"Kounios and Beeman, distinguished neuroscientists with more than twenty years of cognitive research to their credit, examine such incidents of insight, juxtaposing the mere wonder of it all with the quantifiable science behind how the brain functions.... Knowing how and when the brain can spark at maximum responsiveness can open up a world of inventiveness and inspiration. A lively and accessible 'brain' book with wide appeal."—Booklist

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