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Buy-ology: How everything we believe about why we buy is wrong
Martin Lindstrom
Random House

As we sit on the brink of a particularly unpleasant downturn, most of us are starting to give a lot more thought to the things we buy. We count our pennies and give careful consideration to the way we spend them. Or that's what we'd like to think...

As Martin Lindstrom points out in Buy-ology, our purchase decisions aren't as rational as that, and they never have been. Walking through a supermarket, we pick products from the shelves based on thoughts and emotions of which we are largely unaware. In a split second, we are drawn to a particular brand of shampoo or toothpaste without really knowing why.

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