Work cited Lindstrom, Martin. Buy-ology: truths and lies about why we buy. Np: Crown Business, nd Print. All information collected from this source. Book Review: Buyology Martin Lindstrom, a global branding expert (one who travels the world studying, researching and applying marketing techniques to improve the sales of a product), writes an informative book on marketing techniques, and innovative new research in the field of Nueromarketing. Therefore, Martin Lindstroms' main objective addressed in this book, using personal studies, is to condense company spending towards a more efficient marketing tool in addition to the currently unsuccessful 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 brain areas 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 tests to analyze how people "think" when they see advertising. This, as well as other lenses, will be explained in more detail later in this review. Lindstrom discusses marketing tools, tips and tricks throughout the book. He explores many different topics beyond his research into analyzing brain patterns. Explain that billions of dollars are spent on product advertising every year. Early in the book, Lindstrom points out that shows like American Idol (once a European show called Pop Idol) devote 60 percent 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 television... half of paper... TSD, connected service, and I imagine this to be an extremely useful way to explore the minds of mentally ill. Although the use of Lindstrom's ideology and specific techniques in treating the mentally disabled is not used directly, his findings can also be useful regarding the emotions triggered by each stimulus. In my everyday life, I will pay attention to Lindstrom's indirect warnings about big brand companies and their attempt to manipulate my purchasing behavior. I will not be fooled by brand loyalty or product integration, nor will I let my senses get the better of me. This book opened up a whole new perspective on advertising and why we buy things and then regret it. Thinking I'm craving a McDonald's burger may seem real, or it may just be an elaborate and expensive advertising technique used to manipulate my purchasing behavior.