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: Review- I understand...
Summary: 5 Stars
REVIEW
At last, I understand what neuromarketing's about. I have had a small awareness of studies that some big name companies have run in house - would love to get an insight into their findings. But, even if I did, I guess they'd be so focussed on one angle of one brand that there'd be limited value in the learning for the wider populace. What I liked about Buyology as the way it spoke to me as a consumer. Maybe I'm a bit hardened - I admit to being a marketer. But I read this book based on its promise of revelations for consumers. And I reckon there are lessons in Lindstrom's findings for us all. Consumers do bring a lot of skepticism to their reception of advertising hype these days. But I'm not convinced that's universally the case. The consumer remains a vulnerable being to whom advertisers have ethical responsibilities. I'd like to see the ethical concerns that Lindstrom raises about the potential of neuromarketing research broadened to encompass advertising ethics generally. We need to prepare for the possibility of unethical behavior in viral marketing as well as conventional marketing. For every new great venture, there are avenues to corruption. And we can't rely on marketers to use their powers for good, not evil. Thanks Lindstrom for a great read. Loved it
Book Review: You will really enjoy this one!
Summary: 5 Stars
This is the best book on marketing I have read this year. Lindstrom [...] is famous world over for assisting major firms about effective marketing. So take this expertise and marry it with science i.e fMRI and SST studies of brain activities to actually measure brain response to marketing messages (no more this what I think he wants to hear feedback) The outcomes are hilarious, upsetting and completely different than what you expect. Eg
* The Surgeon Generals warnings on cigarettes actually stimulate smokers to smoke more!
* Only Coca Cola is really getting true value from its American Idol ads (unlike Fords $27m) .
* It just goes on and on. Oh and the logo you sweated over so much - no effect considering the other things going on in your targets life!
If you have any touch points with marketing you must buy read and reread this book. If you are a consumer - you will be a better informed one if you read this book. I can think of no one who would not benefit from reading this bok, unless you are the the unlikely ad exec who "sold" a big campaign that Lindstom just blew holes in. Clearly written , well organized (and thoroughly annotated) you will really enjoy this one!
Book Review: Why did you buy that? Martin Linstrom knows.
Summary: 5 Stars
After reading Buy-ology by Martin Lindstrom I will never again purchase anything without examining my reasons for doing so.
The book is written in a down-to-earth, easy to read style and is as interesting as any novel I've read. Combining marketing with scientific research provides excellent, factual help for both the consumer and the retailer. In each chapter the reader is confronted with results of scientific studies that cause him to question the motivation behind purchases,and gives the merchant helpful advice on ways to increase his sales while remaining honest and fair to customers.
Does sex sell? Does religion play a part in our purchasing choices? What part do our senses play in our decision about which product to purchase? How do logos affect our decisions? Martin Lindstrom answers all these questions and more. He also gives us insight into what to expect in future advertising.
Buy-ology is not only a fascinating read, it is essential for every consumer and for every merchant. Martin Lindstrom is a man of extensive marketing experience and he shares his acquired knowledge with his readers.
I highly recommend this book as both interesting and helpful.
Book Review: Innovative, Thought-Provoking and Entertaining
Summary: 5 Stars
I found this book to be fascinating from two perspectives:
First, as a business owner it got me thinking about the forces that drive clients to my door. Second, as a consumer it made me think about how I make my own purchasing decisions. Martin Lindstrom does an excellent job of exploring the emerging field of neuromarketing in a manner that is both informative and entertaining. Although based on extensive scientific study, the book is both interesting and enjoyable, avoiding the typical problem of getting bogged down in statistical gymnastics.
I do have some concerns that corporate interests are on the verge of finding the secret codes that are hard wired into our brains as part of our evolutionary development and that this information will be used to our detriment. If you share these concerns, this book might disturb you. From my standpoint, I guess the demon you know is better than the one to which you are oblivious. In any event, I was captivated by this book and give it my unqualified recommendation. Of several business titles that I have read this year, this is the best.
Book Review: Challenging concepts, in easy-to-read format
Summary: 5 Stars
Martin Lindstrom takes a complicated research project and gives his insights in plain, accessible language. I found his conversational style to be easy to read, and made the subject matter highly approachable.
I was familiar with his work on smashing the brand before I read Buyology, and there are elements of that taken a step further - why is the image of a cowboy more effective than the same image with a Marlboro logo on it, for example, or how the Nokia ring tone went from an excellent neuro marker to offensive noise in just a couple of years.
What I found most relevant was his thoughts on the death of the logo, and how brand identity will be irrelevant in a few years time.
Overall, the book presents a number of excellent ideas but - more importantly - challenges us as marketeers. Since I read the book, I have carried out a couple of experiments by asking our customer what they want. And Martin is right: what they actually say is rarely relevant! The truth can only be found in studying their behaviour.
Highly recommended.