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This important volume provides a holistic understanding of the cultural, psychological, neurological and biological elements involved in human facial expressions and of computational models in the analyses of expressions. It includes methodological and technical discussions by leading scholars across the world on the subject. Automated and manual analysis of facial expressions, involving cultural, gender, age and other variables, is a growing and important area of research with important implications for cross-cultural interaction and communication of emotion, including security and clinical studies. This volume also provides a broad framework for the understanding of facial expressions of emotion with inputs drawn from the behavioural sciences, computational sciences and neurosciences. Manas K. Mandalis Distinguished Scientist Director General (Life Sciences), Defence Research and Development Organization (DRDO), Ministry of Defence, Government of India. He was previously Director of the Defence Institute of Psychological Research, DRDO; Professor of Psychology at the Department of Humanities and Social Sciences, Indian Institute of Technology, Kharagpur, India; Visiting Professor at Kyushu University, Japan; Fulbright Visiting Lecturer at Harvard University, USA; and President of the National Association of Psychology, India. He was a post-doctoral Fulbright Fellow at Delaware University, USA and Shastri and NSERC Fellow at the University of Waterloo, Canada. Dr. Mandal has received various research fellowships and scientific awards, such as the International Scientific Exchange Award (Canada), Seymour Kety Grant (USA), DRDO Scientist of the Year Award (India), Vimla Virmani Award (National Medical Association of India), Career Award (India) and Young Scientist Award (Indian Science Congress), to name a few. He specializes in the area of social neuropsychology and has to his credit 10 books and more than 100 research papers and book chapters with international publication houses. His research findings are cited in more than 250 international journals and books all over the world. He has supervised more than 20 doctoral and post-doctoral theses. Avinash Awasthiis Scientist 'C' at the Defence Institute of Psychological Research, New Delhi. He has been a Visiting Fellow at Kyushu University, Japan. His doctoral research is focused on understanding similarities and differences in the recognition of facial expressions of emotions between India and Japan. He has a postgraduate degree in psychology with specialization in organizational behaviour from Banaras Hindu University, Varanasi, India. His areas of research interest are non-verbal behaviour in general and facial expressions in particular and group behaviour. He has to his credit many research projects relating to the armed forces.

This book helps quench the quest of knowledge of academicians, researchers, and others interested in developing a complete and critical understanding of consumer happiness. The relentless search of happiness by humans is sought in different ways. Scientific discussion on happiness for long was considered a forte of Philosophers. Other disciplines seldom delved into this. But today not only science but neuroscience, marketing, and other varied fields have started delving into it and have developed a keen interest. The book has been conceptualized on this line of thinking and thus divided into two parts. The first part is customized towards understanding various perspectives of happiness and the relative importance of knowing the same. The first chapter of this section is on the biological perspective of happiness. The second is titled behavioural perspective The third chapter is an attempt to elucidate the cultural perspective of the concept of happiness. The fourth is on the role of technology in inducing happiness. Fifth and sixth are on theories of happiness and measuring happiness, respectively. Knowledge about the different perspective and theories has a wide range of benefits. It informs us about how the brain works, interprets, and reacts. This theoretical understanding helps us to move beyond the trial and error methods towards a more scientific underpinning of adoption of measures that would generate long-lasting happiness in consumers. The second part of the book is dedicated toward understanding consumer happiness from a neuroscience perspective;, i.e. keeping consumer happy. This segment has ten chapters. The first is on differentiating the concept of happiness from satisfaction. The second is on sensory marketing and happiness. The third deals with the store design and shelving of products to generate happiness. Fourth and fifth chapters relate to persuading the consumers. While the fourth chapter is on developing persuasive messages and the fifth is on subliminal messaging sixth chapter is on pricing and seventh on advertising. The eighth chapter highlights the role of emotions and the ninth is on the different factors that induce happiness in consumers. The last chapter is about raising some unanswered questions and food for thought for readers. Together the contents of the book make for a complete understanding of the concept of happiness and how it is shaping the world of marketing.

How to understand human behaviour has been a very intriguing question to medicine, computer science, economics, psychology and finance. Each discipline has been trying to study and predict human behaviour through surveys, laboratory-based experiments, questionnaires, interviews, statistics, focus groups; the list is endless. The lack of precision in the existing techniques to predict human behaviour has motivated researchers to move beyond the traditional and search for new and improved techniques. Neuroscience has stepped in to fill this gap. It is based on the assumption that human behaviour is a complex process which has a neural basis and the locus of this process is the higher centre of the brain. Both conscious and unconscious processing of stimulus in the brain is responsible for generating behaviour. So if we could develop a deeper understanding of how the brain functions to generate behaviour, we would be more confident in our understanding and prediction of consumer behaviour. The use of neuroscientific techniques, like functional Magnetic Resonance Imaging (fMRI), Electroencephalography (EEG), Evoked Response Potential (ERP), and sensors to measure changes in one's physiological state, to understand the mind of the consumer has just begun, and professionals in the field see a huge opportunity for neuromarketing in India. In the domain of neuromarketing, one important question relates to the distinction between Indian and other global consumers of commercial products. Are we different from consumers across the globe? The answer is probably?yes'. This is documented by the fact that we find a distinct change in the marketing strategy of companies; the methods to influence Indian consumers are different from those adopted in other countries. This gives rise to the question: what makes us different? The next logical question that arises, assuming that we are different or similar, is can we quantify it? Answering why, what and how we are different marks the beginning of the book, followed by issues related to the ethicality of using such techniques to promote marketing, risk analysis in case of failure and future directions in neuromarketing. The book intends to address each of these issues so that a comprehensive reading in the subject matter would help academicians to decipher consumer behaviour and build theory for possible principles of application in the market.

Suicidal Behaviour: Assessment of People-at-Risk provides a psychometric analysis of various aspects associated with suicidal risk assessment to understand the suicidal personality and predict suicidal behaviour. It includes articles by experts in the field covering suicide research carried out globally. The collection is divided into two sections-the first focuses on the theoretical issues and the second on the applied and practical issues related to suicidal behaviour among specific populations. The main features of the articles include:. - Discussions on the diverse aspects of the problem i

This study empirically examines the construct of emotional Intelligence (EI) cross-culturally. Participants ( N = 200) from Germany ( N = 100) and India ( N = 100) completed the Emotional Intelligence Scale, NEO-Five Factor Personality Inventory (Form-S) and Hofstede's Value Survey (Module 94). The major objectives of the study were to examine cross-culturally (a) the factor structure of EI, and (b) the construct of EI as distinct from personality. Results revealed different factor structures for these two cultures, and the construct of EI failed to correlate with the dimensions of personality. Implications of the findings for leadership in a specific culture as well as across different cultures are discussed.