Picked up Buy-ology by Martin Linderstrom a few weeks back at the wonderful Maruzen book shop in Ginza, Tokyo. In a nutshell he's the chap putting MRI caps on people as they look at ads and other content. The book is an encapsulation of his research.
The great aspect of the book is his use of science to demonstrate just how little of human behavior and why we make decisions is understood. It's proof of what creatively driven agencies have long intuitively and passionately believed. This was great.
What wasn't so great, was him falling into the very same mindset he undermines, a mindset of certainty through research. I love a bit of ego but Mr. Lindersrom falls in love a bit much with his logic and how a few disparate experiments (undoubtedly impressively costly) demonstrate sex doesn't sell or why tobacco advertising doesn't work.
But apart from that, a very interesting read, some nice observations that could spur an insight. But most of all spur a discussion whether a superlatively rational experiment can ever explain the irrational subconscious.