"Buyology: Truth and Lies About What We Buy," published by Doubleday, lays out the findings of a three-year, $7 million neuromarketing study by Mr. Lindstrom, who is chairman-CEO of Lindstrom Co. He and a team of researchers in Oxford, England, used the most up-to-date neurotechnologies -- functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) -- on 2,000 people from five countries in an effort to better understand consumer behavior. The goal was to gauge the efficacy of product health warnings, product placement and subliminal messaging, among other things.
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