Groundbreaking new research shows how we really make buying decisions
How Everything We Believe About Why We Buy is Wrong
'I soon came to see that neuromarketing, an intriguing marriage of marketing and science, was the window into the human mind that we've long been waiting for, that neuromarketing is the key to unlocking what I call our Buyology - the subconscious thoughts, feelings, and desires that drive the purchasing decisions we make each and every day.' From the introduction to Buyology
Anti-smoking campaigns unwittingly encourage smoking.
Negative messages from politicians win votes.
Product placement in films rarely works.
Many multi-million dollar advertising campaigns are a complete waste of time.
Sex doesn't always sell.
These are just a few of the findings of Martin Lindstrom's groundbreaking study of what really makes consumers tick. Convinced that there is a gulf between what we believe influences us and what actually does, he set up a highly ambitious research project (carried out with Australian experts), that employed the very latest in brain-scanning technology and called on the services of some 2000 volunteers.
Buy-ology shares the fruits of this research revealing for the first time what actually goes on inside our heads when we see an advertisement, hear a marketing slogan, taste two rival brands of drink, or watch a programme sponsored by a major company. The conclusions are both startling and groundbreaking, showing the extent to which we deceive ourselves when we think we are making considered decisions, and revealing factors as varied as childhood memories, religious belief, even our sense of smell, that come together to influence our decisions and shape our tastes.
Lindstrom reveals, amongst other amazing facts, why two out of the three corporate sponsors of American Idol wasted millions, provides an explanation for why people who selected Pepsi in the 'Pepsi challenge' nevertheless often went on to drink Coke, why the scent of melons help sell electronic products and why putting lime in your Corona isn't a Mexican ritual but was started in the 80s by a Californian bartender.
Buy-ology is a radical reappraisal of how our brains respond. It is an alarming read for those in marketing and advertising, and an enlightening read for consumers.
Martin Lindstrom is one of the most respected branding gurus in the world. He sits on several boards globally and his clients include The Walt Disney Company, Reuters, American Express, Yellow Pages and Microsoft. He is CEO and Chairman of the Lindstrom company and Brand sense agency, and publishes his own weekly column on branding that reaches a global audience of more than a million people. His previous books, including Brand Sense and Brand Child, have been translated into 19 languages.
Randomhouse AustraliaAuthor: Marin LindstromRRP: $34.95