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Buyology (Paperback)
Truth and Lies About Why We Buy
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In BUYOLOGY: TRUTH AND LIES ABOUT WHY WE BUY, marketing consultant Martin Lindstrom presents the findings from a three-year study of 2,000 volunteers who allowed themselves to be tested with functional Magnetic Resonance Imaging (fMRI), a brain scan wh......more
In BUYOLOGY: TRUTH AND LIES ABOUT WHY WE BUY, marketing consultant Martin Lindstrom presents the findings from a three-year study of 2,000 volunteers who allowed themselves to be tested with functional Magnetic Resonance Imaging (fMRI), a brain scan which measures blood flow to areas of the brain, while they were exposed to advertisements, brands, logos, and products. The decision to buy takes place not as a rational process but deep in our subconscious minds. Successful marketers reach us at this level by engaging our senses, including smell and hearing; tying us to their brands by associating them with powerful and attractive people; and encouraging rituals, like eating the filling of an Oreo cookie first. Lindstrom advises McDonald`s, Procter & Gamble, Microsoft, The Walt Disney Company, and other major companies.
- Author:
- Lindstrom, Martin
- ISBN:
- 9780385523899
- Format:
- Paperback
- Pages:
- 254
- Publish Date:
- 02/02/2010
- Publisher:
- Crown Pub
Portions copyright 2005 Muze Inc. All rights reserved.
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Through extensive and expensive research, Lindstrom provides an adequate primer on what neuroscience studies can tell society--particularly marketers--about how selling (and more important, buying) works. Whether considering the roles of sex, religion, product placement or contradictions in consumer habits between what they say and what they do, Lindstrom explores how brain-scan studies reveal an avalanche of information about what works and what doesn't. Though the information is intriguing, Lindstrom's disregard for the potential abuses of such information (such as marketers purposely manipulating people to buy products that are harmful, of which there is a proven track record) makes his enthusiasm suspect. Don Leslie provides a good voice for nonfiction material, using a congenial tone with good emphasis to keep the listeners engaged. His gentle but deep voice creates the impression of an older person imparting knowledge upon the youth, which may also lend some authority to the text. A Doubleday hardcover. (Oct.) (c) Copyright PWxyz, LLC. All rights reserved
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