[1] The author attempts to identify the factors that influence buyers' decisions in a world cluttered with messages such as advertisements, slogans, jingle and celebrity endorsements.

Lindstrom, through a study of the human psyche, explains the subconscious mind and its role in deciding what the buyer will buy.

[2] Buyology is claimed to be a result of the author’s three year neuromarketing study on 2,081 people to identify the effect of brands, logos, commercials, advertisements and products on them.

[3][4] The study was funded by seven corporations, including GlaxoSmithKline, Hakuhodo, Fremantle - and Martin Lindstrom.

The study evaluates the effectiveness of logos, product placement and subliminal advertising, the influence of our senses and the correlation between religion and branding.