10. Buyology: Truth and Lies About Why We Buy

By Martin Lindstrom
(Doubleday — $24.95)

Lindstrom is a Danish marketing consultant, and here he offers a digression-prone investigation of the hot trend of "neuromarketing," which utilizes brain scans to investigate just what turns consumers on. There's not enough about the latest research in this book, which instead offers a broad tour of marketing. And many of the book's conclusions, along with those of neuromarketers, are open to debate.