Buyology During an airplane flight, Martin Lindstrom, a marketing expert, read an article about “neuromarketing” in a magazine. Neuromarketing is a new science that studies the brain's responses to advertisements and TV commercials. Neuromarketing looks into why people buy things, using brain scan technology. Lindstrom became so interested in (ア)this new field that he decided to learn more about it. He not only reviewed past studies ( イ ) did research himself. With the help of scientists, Lindstrom scanned the brains of more than 2,000 volunteers from five different countries including Japan. Eventually, he wrote a book on neuromarketing -Buyology.