Buyology

The Splendid Table: Conversations & Recipes For Curious Cooks & Eaters

American Public Media

Arts, Food

4.3 • 3K Ratings

🗓️ 14 March 2009

⏱️ 52 minutes

🔗️ Recording | iTunes | RSS

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Summary

This week it's a look at why we buy. What drives us to purchase nonsense, even when we're watching every penny? Branding consultant Martin Lindstrom examined this behavior with neuroscientists at Oxford University. The findings convinced him that mysterious forces we aren't even aware of propel us to open our wallets for things we don't need or want. His book is Buyology: Truth and Lies About Why We Buy.

The Sterns have been wandering the Louisiana bayous, where they found great eats at Mosca's, a vintage Italian roadhouse in Avondale. Wine maverick Josh Wesson gives American Riesling its due. It's the perfect wine for how we eat today. We check in with Chef Gabrielle Hamilton at Prune in New York City. She shines at her restaurant stove, but feeding two toddlers at home is another story.

Then it's to the opposite coast and Portland, Oregon where little money gets you brilliant feasting at the city's food carts; and New York Times reporter Julia Moskin reveals the hottest new cooking tool you'll never find on the equipment sites and in the cookware stores.

Broadcast dates for this episode:

March 14, 2009

Transcript

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0:00.0	Our common nature is a musical journey with Yo-Yo Ma and me, Ana Gonzalez, through this complicated country.
0:08.1	We go into caves, onto boats, and up mountain trails to meet people, hear their stories, their poetry, and of course, play some music, all to reconnect to nature and get closer to the things we're missing.
0:24.5	Listen to Our Common Nature from WNYC, wherever you get podcasts.
0:34.7	Hi, it's Lynn Rosetta, Casper, and you're listening to The Splendid Table, the show for people who love to eat.
0:41.4	Our program is produced by American Public Media.
0:44.8	Well, today it's why you and me, two perfectly rational beings spend our money in some irrational ways.
0:52.9	Our guest, Martin Lindstrom,'s been called one of Branding's
0:56.2	most original thinkers. Well, he's done some original research. Lindstrom has written
1:01.7	biology, truth and lies about why we buy. You want to know a wine that's delicious with
1:08.9	most of the food that we eat today and was snubbed for
1:11.6	years? Well, it's reeling. Josh Wesson, a wine maverick to his core, has some real fines.
1:18.3	Next question is, what happens when a chef who stars in her restaurant kitchen is faced with
1:24.0	feeding two toddlers in her home kitchen? It is not always the stuff of magazine covers.
1:30.6	Then we take you to where little money gets you brilliant feasting. And as always, in the second
1:36.6	half of the show, we're going to be opening the lines for your calls. You can reach us at 800,
1:41.4	537, 5252. So let's get started with Jane and Michael Stern.
1:47.7	They write the Road Food column in Gourmet Magazine.
1:57.1	Lynn, if I gave you exact directions of how to get to Moscow's restaurant outside of New Orleans,
2:03.8	I guarantee that maybe halfway out there, you would start thinking you somehow missed the boat,
2:11.5	you're on the wrong road. To get out to Moscow's restaurant is one of those experiences that you are
2:17.2	guaranteed to feel lost as you get there.
2:19.9	And even when you get there, you think this couldn't possibly be what is, in fact, one of the great Italian roadhouses anywhere in America.
	...

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