In this bestseller Martin Lindstrom tries to analyze what makes people buy. The author tries to identify the factors that influence buyers' decisions in a world which is cluttered with messages like advertisements, slogans, jingle, and celebrity endorsements. Lindstrom, through a study of the human psyche, discusses the subconscious mind and how that plays a major role in deciding what the buyer will buy. The author claims to have studied the behavior of 2,000 humans across the world for three years, to come to his conclusions.

Martin Lindstrom has coined various terms and phrases in his publications. "Sensory Branding" is his term for leveraging the senses when building brands. “Smash Your Brand” a term referring back to the original design brief for the Coca Cola bottle which was intended to be so smart that if broken down to thousands of pieces of glass it would still be recognizable. Lindstrom’s metaphor refers back to companies becoming independent of logos and instead owning multiple “Smashable” components such as sound, colours, shapes and smells and “Contextual Branding” — a term referring back to advertisers sending the right message at the right time to the right audience via cell phones. In 2008 Lindstrom focused on the psychology behind what he calls “our buyology” — a term referring back to how consumers are hardwired to buy brands.

== Authored books == el violador

• Buyology - Truth and Lies About Why We Buy ( Doubleday Business, division of Random House).
• BRAND sense - Building Powerful Brands Through Touch, Taste, Smell, Sight & Sound ( Free Press, division of Simon & Schuster).
• BRANDchild- Insights into the Minds of Today's Global Kids: Understanding Their Relationship with Brands ( Kogan Page).
• Clicks, Bricks & Brands ( Kogan Page).
• Brand Building On The Internet ( Kogan Page).