So! 
We are all consumers eh. It’s really interesting to see why we buy or what influences us to buy? From MRI scans, cigarette warnings to how branding & religion are related/linked and why we often choose short-term gratification vs. delay rewards? (Ex. Majority of us will often choose to receive a $15 gift certificate NOW; rather than wait 2 weeks for a $20 certificate.) Product placements in movies and TV shows were pretty cool to read about. Ray Ban gains its popularity when Tom Cruise wore it in the movies "Risky Business" and "Top Gun". Have you ever noticed all the Coke products on American Idol or noticed the stores at the mall uses different fragrances that will makes us buy? =) So next time when you’re at the mall, see if you notices anything different?
Although I find the author a bit cocky and arrogant; I think "Buyology" would make a cool documental for anyone who shops. =) Probably 99.9% females. (Ps. I don’t know the author nor affiliated to him in anyways.) "Buy-ology" gives us a better understanding why we are trick into buying such ridiculous things. It makes me think TWICE before I pull out my credit cards. Do I really need it or do I want it? Of course, I don’t really need it but it makes me question myself if I’m buying for its familiar "comfort" logos. The higher the prices we paid for an item- will make us enjoy it more because we paid more for it. Isn’t that so stupid? Yet I’m guilty of it. "Buyology" allow us to be better consumers by teaching us to be a bit mindful and conscious of what and why we are buying? 
Think twice before you shop! I know I will. =)
