Buyology

In Lindstrom's ground-breaking $7 million study he explores the truth and lies about why we buy. Lindstrom's New York Times and Wall Street Journal international best-selling book (now out in paperback and featuring a new chapter on the Buyology of the recession) reveals how our shopping behavior has completely changed. It peers deep inside the brain (literally) using fMRI technology, to discover the precise areas being 'lit up' in response to brand and advertising messages – the significance of these specific areas – and the impact it has on our shopping behavioral patterns. USAToday named Buyology "Pick of the Year".