Barack Buyology

Why do we buy things?  As the economy melts around us, many are re-evaluating their purchase decisions — but are we able to resist the impulse to buy — or is the need to gather things innately us?  Researcher Martin Lindstrom spent $7 million looking into the brains of 2,000 people with an fMRI machine to help him understand our impulse to buy one brand over another.

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