From the Publisher
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
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 his
finding:
Gruesome 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 away
.
Companies 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.
From the Jacket
"A page-turner"
-Newsweek
" Lindstrom dishes up results, alongside a buffet of past research,
with clear writing and deft reasoning."
-Fast Company
"Lindstrom … has an encyclopedic knowledge of advertising history
and an abundance of real-world business experience"
-The Washington Post
"Martin Lindstrom, the boy wonder of branding, tells that the
future of shopping is all in the mind"
-The Sunday Times (UK)
"Shatters conventional wisdom"
- CNBC
"...brings together a great many strands of research to build a
fascinating case. The writing is snappy and the book's a page
turner"
-BBC Focus Magazine
"Lindstrom's research should be of interest to any company
launching a new product or brand"
-USA Today
"Lindstrom...has an original, inquisitive mind...His new book is a
fascinating look at how consumers perceive logos, ads, commercials,
brands, and products."
-Time
"When someone tells you that a book is a "page-turner," you
probably think of the latest top-list best-seller. Now you'll think
of Buyology….Pick up a copy of this book and get one of those
highlighting thingamajiggies before you fix your ad budget for the
new year. "Buyology" is definitely money well-spent."
-The Eagle Tribune
"An entertaining and informative tome"
-The Seattle Examiner
"Why do rational people act irrationally? Written like a fast paced
detective novel, "Buyology" unveils what neuromarketers know about
our decision making so we can buy and sell more
insightfully."
- Dr. Mehmet C Oz Professor of Surgery, Columbia University, and
author of YOU -The Owner's Manual
"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
"Full of intriguing stories on how the brain, brands and
emotions drive consumer choice. Martin Lindstrom's brilliant
blending of marketing and neuroscience supplies us with a deeper
understanding of the dynamic, largely
unconscious forces that shape our decision making.
One reading of this book and you will look at consumer and
producer behavior in an entirely new light."
-Philip Kotler, Ph.D., S. C. Johnson & Son Distinguished
Professor of International Marketing, Kellogg School of Management,
Northwestern University
"A riveting read. Challenging, exciting, provocative, clever,
and, even more importantly, useful!"
-Andrew Robertson, CEO & President, BBDO Worldwide
Lindstrom can be a charming writer. He has an encyclopedic
knowledge of advertising history and an abundance of real-world
business experience
About the Author
MARTIN LINDSTROM was voted one world''s 100 most influential people
of 2009 by Time Magazine for his work on neuromarketing. With a
global audience of over a million people, Lindstrom,one of the
world''s most respected marketing gurus, spends 300 days on the
road every year, advising top executives of companies including
McDonald''s Corporation, Procter & Gamble, Nestlé, Microsoft,
The Walt Disney Company and GlaxoSmithKline. He has been featured
in The Washington Post, USA TODAY, Fast Company, and more. His
previous book, BRANDsense, was acclaimed by the Wall Street Journal
as one of the ten best marketing books ever published.
Hardcover
256 Pages, 5.83 x 8.51 x 1.02 in
October 21, 2008
Crown Publishing Group
English
0385523882
9780385523882