Sucked me in...

After just reading the Introduction, I am already excited to read "buy-ology: Truth and Lies About Why We Buy" by Martin Lindstrom. I am fascinated by "new" specialty of "neuromarketing." As the author mentions, I do worry that this type of science could be abused. However, I believe the benefits outweigh the costs. I am intrigued to discover why I purchase the things I purchase...the complexity of the brain is baffling and captivating at the same time. I hope this book lives up to the high expectations I have set for it.