Buyology by Martin Lindstorm- Read it to know Why & How Consumer Shop

Martin Lindstrom is a Danish author and Time magazine Influential 100 Honoree. He has written eight books, including Small Data: The Tiny Clues that Uncover Huge Trends,Brandwashed.

This book was gifted to me by marketing guru, someone who always gifted books on any event or as a token of appreciation. In fact, on one occasion, at a loss for what to gift, he gifted me a gift voucher for Kitab Khana, for me to buy a book of by own choice, but a book for sure.

This book is an excellent read for understanding neuromarketing and its role in marketing, branding. It explores case studies using the tool, explains the science behind it and illustrates its difference from other tools in research.

At its simplest, the book gives insights into 'How people buy'. Which as science states, is an outcome of Mirror neurons at work.
It also highlights what all market researchers have been shouting from the rooftops but are still to convince Clients about. Primary Research is about perceptions. We are trying to understand what those perceptions is. It is not the truth.
And thus, Brands need to be able to influence mirror neurons. Or perceptions. :)
2 use cases in the book explain this beautifully. I have included it in the images.

The book also explains the tools that brands can use to leverage neuroscience.
- Somatic markers - Using colours, symbols in some cases even opposite to evoke associations or even responses.

The key takeaway from the book is the link between brands and mirror neurons.