Buyology: Truth and Lies About Why We Buy
by Martin Lindstrom
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Book Summary Information
Author: Martin LindstromForeword: Paco Underhill
Edition: Hardcover
Audio: English (Original Language); English (Unknown); English (Published)
Published: 2008-10-21
ISBN: 0385523882
Number of pages: 256
Publisher: Broadway Business
Product features:
- ISBN13: 9780385523882
- Condition: NEW
- Notes: Brand New from Publisher. No Remainder Mark.
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Book Reviews of Buyology: Truth and Lies About Why We Buy
Book Review: Elementary My Dear Watson
Summary: 5 Stars
Sherlock Holmes understood how to take the complex and see the simplicity. Martin Lindstrom has done the same in this book to separate fact from fiction.
Sales success is very much dependent upon buying success. Yet, much has been written both truthfully and untruthfully about why people buy. Using brain research and technology, Lindstrom shows neurological evidence about how the mind makes decisions specific to buying or not buying something. He compares this data to current acceptable marketing and sales beliefs.
One of my most favorite examples is the message on cigarette products and how they are hazardous to your health. From Lindstrom's research, this message actually encourages people to smoke not discourage them.
His research spans several geographic regions as well as includes a diversity of testing population. Through this 3 year and $7 million study, sales professionals have the ability to understand why people buy what they buy and just as importantly what they do not buy.
Lindstrom presents a powerful and complex subject in a fairly non-complex read. For those in sales, understanding the why behind the purchasing decision is necessary if they wish to increase sales and be The Red Jacket in a sea of gray suits
Summary of Buyology: Truth and Lies About Why We Buy
How much do we know about why we buy? What truly influences our decisions in today's message-cluttered world? An eye-grabbing advertisement, a catchy slogan, an infectious jingle? Or do our buying decisions take place below the surface, so deep within our subconscious minds, we're barely aware of them?In BUYOLOGY, Lindstrom presents the astonishing findings from his groundbreaking, three-year, seven-million-dollar neuromarketing study, a cutting-edge experiment that peered inside the brains of 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. His startling results shatter much of what we have long believed about what seduces our interest and drives us to buy. Among his finding:
Gruesome health warnings on cigarette packages not only fail to discourage smoking, they actually make smokers want to light up.
Despite government bans, subliminal advertising still surrounds us - from bars to highway billboards to supermarket shelves.
"Cool" brands, like iPods trigger our mating instincts.
Other senses - smell, touch, and sound - are so powerful, they physically arouse us when we see a product.
Sex doesn't sell. In many cases, people in skimpy clothing and suggestive poses not only fail to persuade us to buy products - they often turn us away .
Companies routinetly copy from the world of religion and create rituals - like drinking a Corona with a lime - to capture our hard-earned dollars.
Filled with entertaining inside stories about how we respond to such well-known brands as Marlboro, Nokia, Calvin Klein, Ford, and American Idol, BUYOLOGY is a fascinating and shocking journey into the mind of today's consumer that will captivate anyone who's been seduced - or turned off - by marketers' relentless attempts to win our loyalty, our money, and our minds. Includes a foreword by Paco Underhill.
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