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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.
“Move over Tipping Point and Made to Stick because there’s a new book in town: Buyology. This book lights the way for smart marketers and entrepreneurs.”-Guy Kawasaki, Author of The Art of the Start
"Martin Lindstrom is one of branding's most original thinkers"-Robert A. Eckert, CEO & Chairman, Mattel, Inc.
“Lindstrom takes us on a fascinating journey inside the consumer brain. Why do we make the decisions we do? Surprising and eye opening, Buyology is a must for anyone conducting a marketing campaign.”-Ori Brafman, author of the bestselling book, Sway
|A rush of blood to the Head: The Largest Neuromarketing Study Ever Conducted||p. 7|
|This must be The Place: Product Placement, American Idol, and Ford's Multimillion-Dollar Mistake||p. 37|
|I'll have what She's having: Mirror Neurons at Work||p. 53|
|I can't see clearly now: Subliminal Messaging, Alive and Well||p. 68|
|Do you believe in Magic?: Ritual, Superstition, and Why We Buy||p. 88|
|I say a Little prayer: Faith, Religion, and Brands||p. 107?|
|why did I choose you?: The Power of Somatic Markers||p. 128|
|A sense of wonder: Selling to Our Senses||p. 141|
|And the answer isŕ: Neuromarketing and Predicting the Future||p. 166|
|Let's Spend the Night together: Sex in Advertising||p. 177|
|Brand New Day: The Future of Marketing and Advertising||p. 194|
|Conclusion: Good Times, Bad Times||p. 206|
|Table of Contents provided by Ingram. All Rights Reserved.|
Excerpted from Buyology: Truth and Lies about Why We Buy by Martin Lindstrom
All rights reserved by the original copyright owners. Excerpts are provided for display purposes only and may not be reproduced, reprinted or distributed without the written permission of the publisher.