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Buyology Truth and Lies About Why We Buy and the New

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 2000 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 findingGruesome 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 awayCompanies 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

10 thoughts on “Buyology Truth and Lies About Why We Buy and the New Science of Desire

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    Summation Lindstrom gets all excited about doing brain scans on consumers as they view advertisements and productsStrike 1 Lindstrom seems to think that technology all technology is neutral His example is that hammers can do nasty things but there is no need to outlaw restrict or ban hammers Fine I agree As long as we are talking about hammers that isBut when discussing companies doing fMRI scans on potential consumers to get at their instinctual pre rational impressions of advertisements and products the BS meter goes off this is not neutral technology In Jerry Mander's In The Absence of the Sacred he makes quick work of the fallacy of neutral technology In short all one has to do is ask a few questions to determine if any given technology is neutral or not Who has access to this technology? Who will be able to control the use of this technology? Will the control be primarily democratic or will it require bureaucratic centralized organizations to manage it? Who will primarily benefit from the use of this technology? And mainly who can afford it? The answers to such questions should show pretty readily if a technology can honestly be considered neutral or notI don't know about y'all but I can't drop 7000000 for an fMRI machine but I'm damn sure that ConAgra Phillip Morris and GE can afford it and subsequently profit from it Neutral my assStrike 2 Dear Mr Lindstrom when writing about your groundbreaking new experiments that delve into the inner workings of consumer behavior please refrain from starting each chapter with the equivalent of the following I am now going to blow your mind with the most brilliant coolest most insightful bit of research ever If it truly is all of those things you really don't have to overtly try to convince me Jeez I have to tell a marketer this?Strike 25 Lindstrom fails to point out that even if marketing agencies have access to our innermost motivations humans are not automatons that have to respond directly to the reptilian portion of our brains Granted it is extremely difficult to be aware of the drive behind our consumeristic urges but for that I would point readers to Hooked Buddhist Writings on Greed Desire and the Urge to Consume In fact if anyone is interested in why people buy crappy products they don't need with money they don't have start with Hooked and leave Lindstrom to his chest thumpingOne redeeming feature of the book Lindstrom does a nice job of showing how effective various advertising strategies are Product placement in movies and television? Unless the product is essential to the plot folks just don't remember it I found his discussion of the ban on tobacco advertising and how tobacco companies have had to get really creative in their marketing to be pretty interesting It turns out that subliminal advertising works really well for well known established brands like Camel Marlboro etc But overall these nuggets weren't worth the effort of sifting through the rest of the rubbish