I just finished listening to Buyology by Martin Lindstrom yesterday morning while I was running on the treadmill. A decent book, but this kind of book is really better to read in a paper version so that it would be easier to flip back, and look through the interesting bits again. Having gotten to poke around a friend’s Kindle, in some ways *that* would be ideal – a place to take notes and write in the margins without actually having to write in the margins.

The most interesting part of the book, for me, was the concept of using fMRI (functional Magnetic Resonance Imaging) to look inside the brain for activity in various regions, to gain some insight into the ways people are really responding to your input and how they will behave. Unfortunately for me, the science was ‘popularized’ for the book, and so I ended up having a lot of questions about methodology and the interpretation of results.

It’s a little sci-fi big-brother creepy to find out that in many cases looking directly at brain activity can be a better predictor of someone’s behavior than what that someone actually says they will do. But Martin suggests that by knowing how your brain responds to various inputs, will at least make you aware of the tricksy things that Marketers are trying to pull.

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