Buyology: Truth and Lies About Why We Buy and the New Science of Desire by Martin Lindstrom (29)

The continuing deluge of books about human decisions based on emotions, stereotypes and snap judgments have been enlightening and disappointing. Martin Lindstrom compiled studies in Buyology that me doubt human capacity for reason and understanding the world and ourselves. Were the Enlightenment philosophers I idolize delusional?

Buyology is a marketing and branding master's study of the real reasons why people buy the products they buy. He examines advertisements that work, advertising methods and myths that just won't die, and why people say one thing and purchase another.

It is a fast read that looks much longer and more cerebral than it is. Lindstrom's simple style makes reading the brain chemistry explanations easy. It's better researched than a Gladwell, but not quite as entertaining. Maybe the most interesting bit of the book is the evidence that contradicts the idea that most people are capable of knowing themselves and their motivations. I believe in man's ability to resist emotional urges. I think Lindstrom does too, and wrote this book to share tools for overcoming our irrational impulses.