Why do you choose Coke over Pepsi, Corona over Bud, Crest over Colgate? You don’t think much about these choices, you say; your gut decides. Marketing guru Martin Lindstrom says otherwise. Your preference for Macs over PCs is embedded in your brain circuitry. In “Buyology,” he shares the results of a three-year, $7 million study, in which he submitted 2,000 people to fMRI scans to explore what, exactly, happens in your brain to make you stand in line all night for an iPhone.
About The Author
Lisa Miller
Lisa Miller is a domestic correspondent for the New York Times. She is a former contributing editor to New York magazine, the former religion columnist for the Washington Post, and former senior editor of Newsweek magazine. She is the author of “Heaven: Our Enduring Fascination with the Afterlife" and a co-author of "Take Up Space: The Unprecedented AOC."