Book Ten: Buyology

Continuing my fascination with the brain, I picked up Buyology: Truth and Lies About Why We Buy  Books of this nature have the capability of changing our behaviors.  Author Martin Linstrom makes the science of neuro-science approachable for laymen and those fascinated by how homo sapiens interact with things (like me.)  

In Buyology, Lindstrom presents his work on the study of neuro-marketing--how our brains interact with logos, commercials, and brands.  From the Marlboro man to Brook Shields and her 'Calvins', Lindstrom makes a convincing case for our brains and how they sell us out.  Yes, we all know cigarettes are bad for us; but the explicit labels required by federal regulators don't actual serve the purpose they'd have us to believe but rather stimulate our brains craving spots.

Despite dropping words like neurons and fMRI, Lindstrom's research is jaw-dropping.  What are the elements that create the cult-like brands of Apple, Hollister, and Harley-Davidson?  Why are we all buying bottles of water with palm trees and mountains on the label?  Lindstrom reveals it all.

Updating the book with a chapter--post-recession--Lindstrom's opinions on how we will 'hide' our wealth, i.e., it's no longer trendy to drop $500 on a purse because our need to 'fit-in' is as strong as the need for survival, are also thought-provoking.  He doesn't foresee our innate need to buy to end any time soon; but he does think a certain 'recession-branding' is here to stay

As I see it, Buyology shows how easily are brains can be manipulated.  Scary?  The potential for abuse by multinational corporations is real.  However, I think this book is more empowering than anything.  A cliche as it may be 'knowledge is power' and this book will certainly change your perception of how and why you shop.  Only you can make it for the better.