Understanding Chemistry through Cars

There are more people over 50 than ever before, with numbers likely to continue to rise. They are wealthier, healthier and happier than our old stereotypical images lead us to believe, yet this segment of the market is under-researched. In Understanding the Older Consumer, Barrie Gunter provides a detailed examination of the demographic, behavioural and psychological profiles of this group. He shows that without the responsibilities of loans and child raising and with better financial provision than in previous years, the over-50s represent a powerful spending force. In order to reach this group, marketers need to know how best to target advertising and respond to the changes that have occurred. Understanding the Older Consumer provides a wealth of information on older people''s lifestyles and leisure, their interest in the mass media, their perceptions of advertising and their shopping preferences that will be invaluable to students of marketing, media and social psychology.

As the car anticipates its dance around the racetrack, the engine growls and pops, and all senses become immersed in the smell of exhaust vapors and the sounds of raw speed and excitement. As it turns out, these also are the sights, sounds, and smells of chemistry! The car is a great example of an everyday device with an abundance of chemistry hiding in plain sight. In fact, almost everything in a car can be described from a chemical perspective. Understanding Chemistry through Cars guides novice chemists and car enthusiasts in learning basic chemical principles in an engaging context. It also supports upper-level chemists in synthesizing knowledge gained over a chemistry curriculum and seeing how it can manifest in the real world.This book provides an overview of chemistry in relation to cars. Various topics are discussed including the ideal gas law, materials chemistry, thermochemistry, solution chemistry, mass transport, polymerization, light/matter interactions, and oxidation and reduction. The book incorporates expected learning outcomes at the beginning of each section, detailed and easy-to-follow example problems, appendices reviewing basic chemical topics, suggestions on how to use the resource in upper-level courses. Ancillary materials, such as a Twitter account and an associated blog, allow readers to explore the latest in the world of car chemistry, ask questions, and interact directly with the authors and other experts.