Buyology Thinking

Fairly extensive look in ResearchTalk at the claims behind Buyology: Buyology: Sound Science or Wishful Thinking?. the final claim comes down to the well exercised correlation vs causation argument. Also the context of each of the studies that Lindstrom covers in the book. Thoughtful and worth reading. This shows that these approaches have to be engineered carefully for claims about how predictive they will be for new studies.