Buyology: Truth and Lies About Why We Buy

Martin Lindstrom

A massive brain-scanning study reveals what really drives our buying decisions — and it's often not what we consciously believe or what marketers assume.

Drawing on a large-scale neuromarketing study using brain scans, this book reveals that many of our purchasing decisions are driven by unconscious factors — including sex appeal, fear, and even branding disclaimers themselves — that we're rarely aware of.