Buyology

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March 14th, 2009

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.

Jane and Michael Stern's Roadfood