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I'LL HAVE WHAT SHE IS HAVING. Mirror neurons at work.

Everything we observe (or read about) someone else doing, we do as well-in our minds.If you saw me tripping and falling headfirst down a flight of stairs, your mirror neurons would fire up, and you would know precisely how I feel (even though you're not half as clumsy as I am). Thus mirror neurons not only help us imitate other people, they're responsible for human empathy. This concept of imitation is a huge factor in why we buy the things we do. Have you ever been disinterested in, or even repulsed by, a certain product, then after time, change your mind? Maybe it's a style of shoes you thought was hideous until you started seeing on every third pair of feet you passed. Suddenly, you went from "Those are ugly" to "I have to have those-now". So buyers be aware. The future of advertising isn't smoke and mirrors - it's mirror neurons.

Reviewer: Petar Atanasovski

Book title: Buyology: Truth and Lies About Why We Buy

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