BUYOLOGY Truth and Lies About Why We Buy

The author used brain-scan imagery to analyze what parts of our brains "light up" under controlled marketing tests. His results have given advertisers the first neurological evidence that can be used to identify what works in sales, and why. Narrator Don Leslie has a knack for knowing which words to accent in each sentence. Leslie's skill makes the narration seem conversational, thereby increasing the ease with which listeners can pay attention and learn the most. As victims of relentless advertising, we all may want to hear about marketing studies involving the products all around us—like Jockey, Coke, and Ford. The material and presentation adapt well to the audio format, making it easy for on-the-go readers to catch it all in spurts. J.A.H. © AudioFile 2008, Portland, Maine [Published: DECEMBER 2008]