I found it very hard to finish reading. The majority of this book is nothing more than the author talking himself up and putting consumers everywhere down. He describes consumers as uninformed, irrational and complete morons. Between the hints and glimmers of actual research, he focuses on how ingenious he is. If he wasn't so arrogant and focused more on the research, this book may have been worth reading. For these reasons I do not recommend this book.Get more detail about Buyology: Truth and Lies About Why We Buy.
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