Buy-ology: How Everything We Believe About Why We Buy Is Wrong

Why did so many people who took the 'Pepsi challenge' say they preferred Pepsi only to carry on buying Coca-Cola? Why do the majority of anti-smoking campaigns inadvertently encourage people to smoke? Why does the scent of melons help sell electronic products?

If you're bewildered by these questions, then Buy-ology will make everything clear.

Written by one of the world's top branding gurus, and drawing on state-of-the-art research, it shows why we don't always buy things for the reasons we think we do.