
“Buy.ology” by Martin Linstrom
Throughout this book, the author, Martin Lindstrom, attempts to prove to his readers that through neurological testing, advertisers can discover what consumers really want, because sometimes their words aren’t the complete truth. Each chapter offers a different example of a test done often times through fMRI testing that show which parts of the brain consumers are using when making purchase decisions and simply viewing advertising. The first of these tests was done on smokers, and whether or not they really understand what advertisements for cigarettes are attempting to tell them. There were three chapters that really stuck out from the…