Based on the single largest neuromarketing study ever conducted, Buyology reveals surprising truths about what attracts our attention and captures our dollars. Among the long-held assumptions and myths Buyology confronts: Sex doesn't sell - people in skimpy clothing and provocative poses don't persuade us to buy products. Despite government bans, subliminal advertising is ubiquitous - from bars to supermarkets to highway billboards. Color can be so iconic that the sight of the robin's egg