Buyology: Truth and Lies About Why We Buy by Martin Lindstrom
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Book Reviews of Buyology: Truth and Lies About Why We Buy
Book Review: Insights Into Marketing and the Human Brain
Summary: 5 Stars
Three years and millions of dollars later, Martin Lindstrom presents you with a book on neuromarketing, a technique using functional magnetic resonance imaging (fMRI) and steady-state typography (SST) which measures conscience and subconscious reactions to marketing, advertising, products and brands. SST provides real-time information from the brain, while fMRI maps the areas of the brain that are active at the time of the stimulation. Together, these techniques provide insight into the motivation for items that we buy. Neuromarketing goes beyond the simple interview process, focus groups, and the like, and determines the actual triggers in the brain that cause us to feel the way we do toward brands, advertisements, and marketing.
Contents:
A Rush of Blood to the Brain: The Largest Neuromarketing Study Ever Conducted
This Must Be The Place: Product Placement, American Idol, and Ford's Multimillion-Dollar Mistake
I'll Have What She's Having: Mirror Neurons at Work
I Can't See Clearly Now: Subliminal Messaging, Alive and Well
Do You Believe in Magic?: Ritual, Superstition, and Why We Buy
I Say A Little Prayer: Faith, Religion, and Brands
Why Did I Choose You?: The Power of Somatic Markers
A Sense of Wonder: Selling to Our Senses
And the Answer Is . . . : Neuromarketing and Predicting the Future
Let's Spend the Night Together: Sex in Advertising
Conclusion: Brand New Day
Appendix
Acknowledgements
Notes
Bibliography
Index
Martin Lindstrom, the author of Buyology: Truth and Lies About Why We Buy, reports on the results of his study of brands, advertising, and marketing using a combination of fMRI and SST. This new technique, neuromarketing, delves in the mind of the consumer to determine which areas of the brain are affected and then to develop a campaign that leverages the real reasons why a person chooses a particular brand over another. In Lindstrom's study, he used his volunteers to examine some very popular brands, discovered why warnings on cigarettes are actually contributing to a rise in smoking, and looked at subliminal advertising (it is alive and well), among other things. The result is an incredibly interesting look at the base reasons why we buy; the subconscious is making the decision for you even before you have time to recognize that you are looking at competing brands of soda. Further, Lindstrom shows that combining smell, touch, and sound has an effect on our purchasing patterns.
This is more than a simple marketing or business book. Lindstrom shows how advances in technology are allowing companies to leverage specific feelings toward products and people to separate you from your hard earned dollars. While some of the results are startling, such as the rise in smoking due to warnings on the packages, others reveal a lot about the way people think and remember, and how that affects our buying patterns. Lindstrom also shows how YouTube is changing the way that companies market, specifically by allowing fans of a product to produce their own advertisements. This is a powerful new medium, as it allows people to connect with similar individuals, which helps the brands and products. But the most fascinating aspect is when he goes into the lab to see how brands affect specific areas of the brain. This book is all about the results of the lab work, very little time is dedicated to the actual data or the science. For those that need additional information, Lindstrom provides very good Notes (all accessible on the internet) and a Bibliography. Both are excellent resources for those that need more of the science involved.
While this book may frighten you, as it reveals new methods of marketing and advertising, it also provides you with the tools to recognize neuromarketing and allows you to gain some insight into how your brain works. You may not be able to combat neuromarketing, but you may be able to distinguish it and curb some of its effects. After reading this book, I have a new appreciation for the shopping experience as well as a better understanding of the advertisements I see on television and in print. I also know why there is major brand placement in movies and television shows. Buyology has provided valuable insights into the mind and marketing.
Book Review: Preliminary Conclusions About Neuromarketing
Summary: 5 Stars
As Martin Lindstrom explains in the Introduction, he set out to understand "what's going on in our brains that makes us chose one brand over another - what information passes through our brain's filter and what information doesn't -- well that would be key to truly building brands of the future." After completing a three-year, multimillion-dollar "journey" with 2,081 volunteers he enlisted (from America, England, Germany, Japan, and the Republic of China), he shares what are best viewed as preliminary conclusions about neuromarketing.
In fact, as I read this book, I became convinced that whatever revelations (albeit preliminary) the research study might provide would have broader and deeper implications with regard to how most (if not all) people make decisions, not only about brands but also about questions to answer, problems to solve, opportunities to pursue, perils to avoid, etc. One of Lindstrom's several objectives was (and is) to gain a better understanding of "our own seemingly irrational behavior - whether it's why we buy a designer shirt or how we assess a job candidate"...or those who seek the presidency of the United States. Once we gain such an understanding, Lindstrom asserts, we actually gain [begin italics] more [end italics] control, not less, over the decision-making process.
Others have shared their reasons for holding this book in such high regard. Here are three of mine. First, Lindstrom immediately establishes and then sustains a personal rapport with his reader. He makes brilliant use of direct address but also of first-person plural pronouns that make the reader feel as if she or he was a companion during the "journey" to which Lindstrom refers. In fact, each reader completes her or his own journey also. The metaphor is especially apt, invoked for the last time when Lindstrom concludes his book: P.S. If you want to continue this journey into Buyology, log on to www.MartinLindstrom.com and step into a world - with its truth and lies - which we've just begun to explore."
I also hold this book in high regard because all of its preliminary revelations, conclusions, observations, etc. are research-driven. I was impressed by the number of other studies he cites throughout his narrative. For example, in Chapter 5 ("Do You Believe in Magic? Ritual, Superstition, and Why We Buy"), he cites studies by the Journal of Family Psychology and BBDO Worldwide. They and other studies cited elsewhere in the book help to increase our understanding of the importance of rituals and superstitions to the decision-making process. Lindstrom cites several daily rituals to illustrate key points, then observes: "One thing is clear. Ritual and superstition can exert a potent influence on how and what we buy. After six years of studying product rituals and their effects on branding, it struck me: might religion - which is so steeped in familiar and comforting rituals of its own - play a way in why we buy as well?" On to the next chapter in which Lindstrom shares what he learned about similarities between religious and spiritual symbols and their commercial counterparts. In that chapter as in all others, preliminary revelations, conclusions, observations, etc. are research-driven.
My third reason is a personal one and thus may reveal more about me than it does about this book. Many years ago, I came upon Voltaire's suggestion that we cherish those who seek the truth but beware of those who find it. Since then, I have had what I hope is a healthy skepticism about absolutes as well as assertions based on limits such as "all" or "never." I have tried very hard to develop what Hemingway once characterized as a "built-in, shock-proof crap detector"...especially if the crap in question is my own. Then I began to read this book and by the time I reached the fourth chapter, I realized that no matter what I may think I think and (especially) believe, I may not - in fact -- know. On the contrary, subconscious thoughts, feelings, and desires may well determine most (if not all) of the decisions I make every day. So I now plan to re-read Lindstrom's book after activating the aforementioned detector. What will I become aware of this time around that I missed previously? My own journey continues....
Book Review: Do you *really* know why you're buying something?
Summary: 5 Stars
Ever wonder why you pick up one brand of soup over another, even if the other one is just as convenient, tastes just as good, and costs less? Wonder why some commercials are funny or memorable, but have the exact opposite effect than what the advertisers intended? Martin Lindstrom digs into the subject of marketing and how the mind reacts to it in his book Buyology: Truth and Lies About Why We Buy. While you won't be able to run the same types of experiments (anyone have an MRI machine lying around?), you will be able to take a step back and think a bit before you react after reading this.
Contents:
A Rush Of Blood To The Head: The Largest Neuromarketing Study Ever Conducted
This Must Be The Place: Product Placement, American Idol, and Ford's Multimillion-Dollar Mistake
I'll Have What She's Having: Mirror Neurons At Work
I Can't See Clearly Now: Subliminal Messaging, Alive And Well
Do You Believe In Magic? : Ritual, Superstition, and Why We Buy
I Say A Little Prayer: Faith, Religion, and Brands
Why Did I Choose You? : The Power of Somatic Markers
A Sense Of Wonder: Selling To Our Senses
And The Answer Is: Neuromarketing And Predicting The Future
Let's Spend The Night Together: Sex In Advertising
Conclusion: Brand New Day
Appendix
Acknowledgments
Notes
Bibliography
Index
Most studies related to marketing and the effects on buying habits tend to be "external". That is, they observe the actions of consumers, ask questions, and then try to correlate and extrapolate meaning from that. Lindstrom takes a different tack for his research. He had his study group agree to have magnetic imaging of the brain take place as he asked questions and had the subjects watch different ads, pictures, and shows. What he found was far different than what was expected. You could probably borrow a line from the TV show House... "Everybody lies." This lying isn't necessarily a conscious decision. Instead, Lindstrom found that areas of the brain would "light up" with extra blood flow based on the input it was receiving. Since many parts of the brain are associated with certain functions and emotions (fear, pleasure, etc.), he could see that what people said and how they mentally reacted were two entirely different things.
To take an example... Cigarette packages all come with health warnings. In some countries, the warnings include graphic images of diseased lungs and other failing body parts. This should cause aversion to smoking, right? Not actually... What the brain actually did was react to the warnings by triggering the nucleus accumbens, an area of the brain known to stimulate cravings. What this actually meant is that the warning labels were subconsciously *encouraging* people to smoke! Not quite what the government and medical groups had planned...
I also found the "why did I choose you" chapter interesting. We have associations built up with certain brands and images, often buried deeply enough that we don't even realize it. You may pick up a jar of Jiffy peanut butter thinking there's no real reason behind it. Subconsciously, you're having a mental dialog ruling out Skippy because it's filled with sugar (even if it isn't), Peter Pan because it sounds too childish, generic because you think it can't be very good if it's not branded, and organic because it's twice the price and what does "organic" REALLY mean, anyway? Marketers try hard to create an image that will cause you to associate positively with their product and brand, and often you won't even know why and when it's happening.
I came away from Buyology with a richer appreciation for what's going on every time we pull something off the shelf for purchase. It's not always possible for us to analyze why we're picking one thing over another, as wheeling MRI machines through the store aisles isn't terribly practical. But if you're aware that *every* choice has some element of decision and association happening, you can start to break the cycle that advertisers are trying to build. This is worth reading if for nothing more than to be aware that your freedom of choice is often more limited than you think.
Book Review: Really cool to read, but be a bit skeptical of the explanations
Summary: 5 Stars
So, do you enjoy books with titles that have multiple levels of meaning? Buy-ology - is it merely the study of how people buy? Or is it also the marriage of marketing and psychology. Is it also a wordplay on biology since the book is, in part, about brain function. Good title, huh?
If, like me, you are interested in what brain researchers are learning about brain function and our behavior you will enjoy this book. Martin Lindstrom combines this brain research with marketing to tease out what people actually do versus what they say they do. Even more, he looks at reasons for why thy do what they do and compares that the explanations people provide for their own behavior. Needless to say, the book is interesting because people behave quite differently than they think they do and for reasons different than the explanations they make to themselves and others.
The author retells many well known marketing stories, but interprets them in terms of what brain activity seems to indicate. One thing you must keep in mind as you read this book is that the study of brain activity, while interesting, does not directly supply the answers and explanations Lindstrom provides. These are deductions, inferences, reasonable guesses, and wild crazy hopes. Being able to chart brain activity is fairly new and some things do seem quite clear. For example, when you face a choice or want to remember something, a great deal of brain activity goes on before you are consciously aware of the material you are recalling or choosing. Some say this means that consciousness is not much more than a figment our brain activity gives us and the choice is simply an illusion. While brain activity external to consciousness is clear, what it all means remains, I think, less well explained. For example, when I want to type these words a lot of brain activity has to be generated to choose the words, to spell them, to press the keys, to check my typing. Only some of this is conscious. Yet, it all resulted because I made a choice to type this review and how I wanted to fashion it. Beware of those who would explain away choice. The author talks about how anti-smoking commercials cause smokers to crave a cigarette. Fine. But the smoker who is properly motivated can still resist the craving to not smoke.
You should also beware of a trap that befalls many new technologies. You spot something strange and ask why. Picking up your shiny new technological hammer, you fashion a likely or plausible, or just well sounding explanation. We all nod our head in agreement, but our agreeing to your notions in no way makes it true, right, or consistent with the facts. As these new miracle explanations get tried out and other questions arise, they seem to always become less miraculous, less shiny, and have less explanatory power than we first thought. Some of the things we were hammering we find our weren't even nails!
Even with these cautions, the book is a terrific read and a very useful way to get up to date information about what marketers are trying to do to you. You should read this book to become better armed against the designs these unscrupulous types (not the author) have on you and your wallet. Forewarned is forearmed. Don't believe for a minute that companies who want you to buy their wares care much about how they get you to buy or whether or not their product actually benefits your life. They just want you to buy and will do pretty much anything to manipulate you to do what they want.
Fine read, just don't take every explanation as gospel and take the time to tease out what is actually demonstrated by the brain scans and what is added to them to make a snazzy story that sells.
Reviewed by Craig Matteson, Ann Arbor, MI
Book Review: Why you should buy this book
Summary: 5 Stars
The Summary
Martin Lindstrom has written an excellent book on an important subject - Neuromarketing - why we buy what we do. He presents the findings from one of the largest scientific studies conducted scanning the brains of consumers as they are exposed to marketing, branding and products. The results of this study are eye-opening and will not only change marketing but hopefully consumer buying patterns and product development.
The Audience
I realize that a book about marketing and neuroscience might not be immediately appealing to everyone, but I am confident that you will enjoy it and come away with a new understanding about yourself and why you buy. Being aimed at a broad audience does mean it lacks some of the depth that marketers would like to see, but the conclusions alone are worth the price of entry for the business crowd. Don't expect to come away with practical strategies as a consumer or marketer but I am confident there will be a lot more books on this subject over the next few years. It is intentionally designed and marketed in the `Tipping Point' mold and for once I actually think it warrants this categorization.
The Details
There have been a few books recently that look at marketing through the lens of neuroscience. Leveraging the new technologies that allow us to see what is going on in the brain when we are exposed to marketing messages and products. Martin Lindstrom, a marketing expert and consultant to some of the largest companies in the world, takes neuromarketing research to a new level. He conducted the largest study of consumers and how they really react/respond to products and their marketing. The results go far beyond and actually contradict some of the current market research and thinking.
Buy-ology is a well written book that not only explains the research without getting too technical but also explains some of the conclusions and implications. Even though this is a marketing book it will appeal to a broad audience since we are all consumers and should be interested in the findings of this book. Not only did the research contradict current thinking about marketing, but it actually contradicts our own perceptions of why we buy.
By aiming at a broad audience Lindstrom has sacrificed some of the juicy technical details behind the research; but he covers enough of neuroscience to explain the experiments and findings. The book is full of anecdotes and reads more like a page-turning thriller than your standard business book.
I am not going to spoil the book by revealing the findings, but as a consumer it will make you think twice about what you buy, and as marketer it will definitely change your strategy and hopefully your products.
The Take-Aways
This is an important book on a subject that all of us should know about. Even though this is a marketing book and will appeal to marketers, I feel this should be read by everyone. We are all consumers and should understand how and why we buy what we do.
The fear about this book is going to be that `evil' marketers will exploit this information to sell us things we don't need, want or care about. My hope is that this information will actually:
a) Make us more aware of our own buying decisions and
b) Help companies create products that we want.
I am not sure if this will be the next `Tipping Point' but it has all the right ingredients: important topic, new counter-intuitive information, subject with broad appeal and well written to the point of being hard-to-put-down!
I highly recommend this book if you want to understand the advances in neuroscience and how it will change marketing.
Kes Sampanthar
Inventor of ThinkCube