Work CitedLindstrom, Martin. Buy-ology: truth and lies about why we buy. Np: Crown Business, nd Print. All information gathered from this source.Book Review: BuyologyMartin Lindstrom, a global branding expert (one who travels the world to study, research, and apply marketing techniques to improve the sales of a product), writes a informative book on marketing techniques, and new innovative research in the field of Nueromarketing. So, Martin Lindstroms main goal addressed throughout this book, using personal studies, is to condense business spending into a more effective marketing tool than the currently failing one. His research involves the use of fMRI (functional magnetic resonance imaging) and SST (Steady State Topography); as well as other machines mentioned later in this review. An SST, Lindstrom explains, analyzes areas of the brain about a millimeter in diameter, marked by the oxygenation of brain cells via the transport of hemoglobin. Lindstrom reapplies the use of combined fMRI and SST testing to analyze how people “think” when they see advertising. This, along with other goals, is explained in more detail later in this review. Lindstrom discusses marketing tools, tips, and tricks throughout the book. He explores many different topics other than his research on brain pattern analysis. He explains that billions of dollars are spent each year on product advertising. Early in the book, Lindstrom points out that shows like American Idol (formerly a European show called Pop Idol) devote 60% of their viewing time to product placement for Coca-Cola. An interesting fact is that Coca-Cola, Ford and Cingular Wireless (later AT&T) all sponsor this well known TV channel...... middle of paper ...... TSD, connected service, and I visualize this to be an extremely beneficial way to explore the minds of the mentally ill. Although the use of Lindstrom's ideology and specific techniques in the treatment of the mentally handicapped is not used directly, even his findings can be beneficial in regards to the emotions triggered by each stimulus. In my everyday life, I will heed Lindstrom's indirect warnings about big brands and their attempts to manipulate my purchasing behavior. I will not be fooled into brand loyalty or product integration, nor will I let my senses get the best of me. This book opened up a whole new perspective on advertising and why we buy things and regret them later. Thinking I want a McDonald's hamburger might seem real, or it might just be an elaborate and expensive advertising technique used to manipulate my purchasing behavior..