Reading List: Buyology

Next on my reading list: Buyology by Martin Lindstrom. Lindstrom, recently named to TIME Magazine's 100 Most Influential People of 2009, is known as a brand futurist, advising companies to use scientific, process-based strategies to build their brands. Buyology summarizes Lindstrom's study using brain scan technology to uncover the science and psychology behind consumer buying activity. It sounds interesting to me. I want to find out why I buy what I buy - or at least why Lindstrom thinks I buy what I buy.

- Joel