Buyology

"Science", say Martin Lindstrom in Buyology: Truth and Lies About Why We Buy, "is the final word." This proves that Martin Lindstrom doesn't know the first thing about science.

Science is the skeptical, open-ended, evidence-based exploration of the universe. Received truth can always be refuted by new evidence; current understanding can always be replaced by better understanding; there is no final word: these are among the first principles of science.

Buyology is a book about using the methods of neuroscience in the service of marketing. Marketers and scientists are using tools such as functional magnetic resonance imaging to probe the actual, sometimes unconscious reactions of customers to products, brands, and messages. This is an exciting field for market researchers, and information is scarce.

Buyology is the kind of book you'd expect from someone with the uninformed and childish attitude toward science shown in the quote above. It is almost entirely free of serious content. Nowhere in Buyology can the actual results of his research be found. Nor does Lindstrom present the study designs, participant selection criteria, or any data at all. We have to be satisfied with quick descriptions and glib conclusions. 

Buyology is easy to read because it isn't worth reading. Skip this one.