I had lost sight of Peter Tremayne’s Fidelma of Cashel (a mystery series set in 600’s A.D. Ireland).  However, I just read the newest in the series Dancing With Demons.  In it the High King of Ireland is murdered. Fidelma is called in to investigate the crime since the Assembly believes she can be objective (not ruled by clan loyalties).  This book is “painless history” at its best !  I find it fascinating to see the different customs of Ireland- they had rules for everything ! Only when a crime was truly henious (and it seems that murdering the king did not qualify), was the criminal killed (or as near as made no nevermind: they were given very short rations and sent out on a rowboat on the tide moving away from the west of Ireland).  Most criminals , and their families, were expected to work and pay the family of the wronged person for the damage caused by the crime.    The tensions between the Catholic and Pagan religions; and those between the Irish and Roman Church are once again explored in this fascinating novel.

Truth and Lies about What We Buy

While on a trip to Yuma this weekend, I listened to _Buyology:  Truth and Lies about What We Buy_ by Martin Lindstrom.  In it he explains why traditional surveys and focus groups are not helpful in determining what and why people will buy.  Rather, he says neuro-marketing – a science that looks at how the brain reacts when exposed to a new product or concept indicates the true feelings of people as they consider purchasing or not purchasing a new product.  For example one indicator was  somatic markers (sensory rememberances lodged in the body and often remembered in the non-conscious mind). These will  often make or break how a person views a product.  An example- while most people cannot recall the ”brand” or logo of Johnson and Johnson- they remember vividly (and with pleasure) the smell of Johnson and Johnson’s baby powder.  When exposed to this smell in a baby product aisle, they are more likely to purchase not only powder but other baby products.  I highly recommend this book.