| Buyology: Truth and Lies About Why We Buy |  | Author: Martin Lindstrom
Creator: Paco Underhill
Publisher: Crown Business
Category: Book
List Price: $15.00
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Seller: BRILANTI BOOKS
Rating:  191 reviews
Sales Rank: 8,638
Media: Paperback
Edition: Reprint
Pages: 272
Number Of Items: 1
Shipping Weight (lbs): 0.5
Dimensions (in): 7.8 x 5.1 x 0.9
ISBN: 0385523890
Dewey Decimal Number: 658.834
EAN: 9780385523899
ASIN: 0385523890
Publication Date: February 2, 2010
Availability: Usually ships in 1-2 business days
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Product Description
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, who was voted one of Time Magazine's most influential people of 2009, 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 the questions he explores:
Does sex actually sell? To what extent do people in skimpy clothing and suggestive poses persuade us to buy products?
Despite government bans, does subliminal advertising still surround us – from bars to highway billboards to supermarket shelves?
Can "Cool" brands, like iPods, trigger our mating instincts?
Can other senses – smell, touch, and sound - be so powerful as to physically arouse us when we see a product?
Do companies 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.
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| Customer Reviews:
Showing reviews 1-5 of 191
 brilliant, timely, eye-opening November 9, 2008
George DeMark (Chicago, Ill.)
10 out of 10 found this review helpful
I'm not a marketer, or all that interested in business-type books (though like most people I do like to shop). But this book was being reviewed all over the place and I saw it on the Wall Street Journal bestseller list and I thought it sounded like the perfect business book. Well, it is. I couldn't put it down, and when was the last time I said that about a book about the sly and subtle ways that businesses and advertisers try and get us to buy their stuff? By the time I put this book down, I couldn't even look at my iPod in the same way. Lindstrom carried out a global survey of customers using brain-scanning so he could peer into their minds as they observed various logos and such. Along the way he presents intriguing, and at times devastating, scientific findings on brands and religion (Apple computers light up the same region of the brain as do pictures of rosary beads and churches), subliminal advertising and tobacco, and most startling of all -- AND WHY ISN'T THE WHOLE WORLD REPORTING ON THIS? -- that cigarette warning labels, rather than discouraging smokers, actually make them want to smoke. Hello? I know we're in a crucial election issue, and that the economy is tanking, but the fact this isn't a headline around the world that's causing policy makers to rethink their strategies just boggles my mind. A superb, illuminating read -- easy to read science with fascinating anecdotes.
BUYology forces us to look at advertising & marketing from a new perspective November 12, 2008
Anne Marie Kovacs
3 out of 3 found this review helpful
With his perpetual globe-trotting ways, and front seat access to the practices of leading brands worldwide, Martin Lindstrom has his finger on the pulse of the latest, bravest and best of worldwide marketing, advertising and consumer behavioral trends.
BUYology is a direct product of Lindstrom's futuristic vision for brands everywhere. Before BUYology, we were presented with BrandChild and BrandSense, where in each case, he brought us new concepts, research and theorems that we now take for granted in branding strategies.
In his constant quest to find out ways to build better brands, Lindstrom's BUYology forces us, yet again, to look at branding, advertising and marketing from a new perspective. In this case, through neuroscience, he investigates whether marketers can unlock consumers' subconscious thoughts and better understand their motivations to buy. Through extensive research, Lindstrom demystifies and questions some well anchored tactical advertising assumptions and myths, e.g. does sex sell, really? When it does, he tells us the why and the how.
The book is written in a conversational, approachable tone. It is filled with Lindstrom's colorful storytelling, examples that corroborate each point that he is making. As he mentions, until now, most advertising and marketing has been a guessing game. It seems that the marketing folk as well as the consumer can learn some new tricks with this book.
Why did you buy that? Martin Linstrom knows. November 14, 2008
B. A. Killmeyer (Pittsburgh PA USA)
3 out of 3 found this review helpful
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.
Martin's a leader in this field. November 18, 2008
Ric Fletcher (Tasmania, Australia)
3 out of 3 found this review helpful
I have to admit that I have a bias about Martin Lindstrom's books. His incredibly enthusiastic line of enquiry and fascination with marketing, together with his experiences around the world make this a riveting investigation about human nature and what makes us tick (buy) when we walk into a shop. It all makes so much sense. The three years of research and academic study behind the book add a powerful understanding and legitimacy to this witty and most importantly, entertaining read!
Amazing November 3, 2008
Allan Mulinacci
2 out of 2 found this review helpful
Martin Lindstrom's take on advertising is entirely refreshing. He views the industry, consumers' relationship with it, and the brands through which the two factions interrelate as human entities. By understanding the mission of advertising in human terms, we learn that it makes an impact on us in the same way we make impacts on each other - by being relevant, making sense in context. By understanding brands as organisms with human traits, we learn that brands can be memorable by giving us something to remember and creating somatic markers - more highlights to add to our lifetime of impressions stamped by somatic markers, to join our experiential recollections of family, childhood experience, pains and pleasures. If advertising does us the courtesy of remembering consumers are humans, brands have more chance of becoming parts of our lives. Perhaps neuromarketing, as Lindstrom has begun to demonstrate in Buyology, will enable marketers to treat us as individuals. Buyology's insights reveal that human-oriented branding, that uses differentiation to build somatic markers and introduces value to, rather than intrusion into, is possible.
Showing reviews 1-5 of 191
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