Buyology

Buyology: Truth and Lies About Why We Buy explores the hidden forces that shape consumer choices, arguing that much of decision-making happens below conscious awareness. Drawing on neuroscience, psychology, and marketing research, it examines how emotion, memory, social cues, and sensory triggers can outweigh stated preferences and rational calculation. Its importance lies in clarifying how persuasion works in everyday life and how easily people misread their own motives. The perspective offered is both practical and ethical, raising questions about autonomy, manipulation, and responsibility in a world designed to capture attention and steer desire.