Why we buy: Brain waves don't lie

Picture a mad scientist in his laboratory, cackling with glee as he tries to unlock the secrets of the human mind. Now, consider the unsettling possibility that the scientist may be on to something.

Marketing expert Martin Lindstrom is that scientist, caught up in the excitement of research in his new book, Buyology. Lindstrom first became aware of neurological marketing research through a Forbes magazine article, In Search of the Buy Button.

The article discussed a lab in England, where a neuroscientist teamed with a market researcher to scan the brainwaves of subjects watching commercials. Lindstrom was thrilled that unbiased access to the consumer brain was finally available.

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