{ "item_title" : "The Science of Image", "item_author" : [" Tj Allen "], "item_description" : "The Costume of Reality Human beings like to believe they make decisions based on evidence, logic, and careful reasoning. We tell ourselves stories about rational evaluation, thoughtful analysis, and principled judgment. In the quiet privacy of our minds we imagine ourselves as fair-minded judges, weighing facts with calm neutrality before rendering conclusions. This belief is comforting. It is also mostly fiction. Long before conscious reasoning begins its slow and dignified march, something much faster has already reached a verdict. A glance, a color, a tone of voice, a logo, a haircut, a photograph, a building fa ade, a uniform, a posture, a headline font, a camera angle, a lighting choice-these signals arrive at the brain and begin shaping perception instantly. Within milliseconds the nervous system has begun constructing a story about competence, danger, trustworthiness, authority, or desirability. That story may later be revised by evidence. But often it is not. This book explores the quiet machinery behind those impressions.", "item_img_path" : "https://covers3.booksamillion.com/covers/bam/9/79/825/157/9798251577662_b.jpg", "price_data" : { "retail_price" : "19.95", "online_price" : "19.95", "our_price" : "19.95", "club_price" : "19.95", "savings_pct" : "0", "savings_amt" : "0.00", "club_savings_pct" : "0", "club_savings_amt" : "0.00", "discount_pct" : "10", "store_price" : "" } }

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