Fee Download Buy-ology: How Everything We Believe About Why We Buy is Wrong, by Martin Lindstrom
You can carefully add the soft documents Buy-ology: How Everything We Believe About Why We Buy Is Wrong, By Martin Lindstrom to the device or every computer unit in your workplace or residence. It will certainly assist you to consistently proceed reading Buy-ology: How Everything We Believe About Why We Buy Is Wrong, By Martin Lindstrom every time you have downtime. This is why, reading this Buy-ology: How Everything We Believe About Why We Buy Is Wrong, By Martin Lindstrom does not offer you problems. It will give you vital sources for you that intend to begin creating, blogging about the comparable book Buy-ology: How Everything We Believe About Why We Buy Is Wrong, By Martin Lindstrom are different book area.
Buy-ology: How Everything We Believe About Why We Buy is Wrong, by Martin Lindstrom
Fee Download Buy-ology: How Everything We Believe About Why We Buy is Wrong, by Martin Lindstrom
Buy-ology: How Everything We Believe About Why We Buy Is Wrong, By Martin Lindstrom. Checking out makes you much better. Who says? Lots of smart words state that by reading, your life will be much better. Do you think it? Yeah, show it. If you need the book Buy-ology: How Everything We Believe About Why We Buy Is Wrong, By Martin Lindstrom to read to verify the sensible words, you can see this page completely. This is the site that will certainly offer all guides that probably you need. Are the book's compilations that will make you really feel interested to check out? One of them below is the Buy-ology: How Everything We Believe About Why We Buy Is Wrong, By Martin Lindstrom that we will certainly propose.
Keep your way to be right here and read this web page finished. You could delight in looking guide Buy-ology: How Everything We Believe About Why We Buy Is Wrong, By Martin Lindstrom that you really describe obtain. Here, obtaining the soft file of guide Buy-ology: How Everything We Believe About Why We Buy Is Wrong, By Martin Lindstrom can be done conveniently by downloading and install in the web link web page that we offer here. Obviously, the Buy-ology: How Everything We Believe About Why We Buy Is Wrong, By Martin Lindstrom will be yours faster. It's no should get ready for the book Buy-ology: How Everything We Believe About Why We Buy Is Wrong, By Martin Lindstrom to obtain some days later after buying. It's no should go outside under the heats up at middle day to head to guide store.
This is a few of the advantages to take when being the participant and also obtain guide Buy-ology: How Everything We Believe About Why We Buy Is Wrong, By Martin Lindstrom here. Still ask what's various of the various other site? We offer the hundreds titles that are produced by recommended authors as well as publishers, around the globe. The connect to get and also download Buy-ology: How Everything We Believe About Why We Buy Is Wrong, By Martin Lindstrom is also very simple. You may not discover the challenging site that order to do even more. So, the means for you to get this Buy-ology: How Everything We Believe About Why We Buy Is Wrong, By Martin Lindstrom will be so very easy, won't you?
Based upon the Buy-ology: How Everything We Believe About Why We Buy Is Wrong, By Martin Lindstrom details that we provide, you may not be so confused to be right here and to be participant. Obtain currently the soft file of this book Buy-ology: How Everything We Believe About Why We Buy Is Wrong, By Martin Lindstrom as well as wait to be all yours. You conserving could lead you to stimulate the ease of you in reading this book Buy-ology: How Everything We Believe About Why We Buy Is Wrong, By Martin Lindstrom Also this is forms of soft file. You could really make better possibility to get this Buy-ology: How Everything We Believe About Why We Buy Is Wrong, By Martin Lindstrom as the advised book to check out.
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.
- Sales Rank: #6699467 in Books
- Published on: 2009
- Original language: English
- Number of items: 1
- Dimensions: 7.80" h x .67" w x 5.08" l, .44 pounds
- Binding: Paperback
Most helpful customer reviews
1 of 1 people found the following review helpful.
is limited if not completely useless, because in most cases people simply don't know
By Amazon Customer
Essentially, we rarely have any rational control over why we buy some products and not others. This is because our brain subconsciously chooses for us. Traditional marketing methods no longer work in our society and the reasons we think we buy are very deceptive. Martin Lindstrom’s, author of Buyology – Truth and Lies About Why We Buy, main objective is how neuromarketing will change marketing strategies in the future and help us understand the science behind why we buy in relation to the goal of marketers.
The main thesis of Lindstrom is expressed in how everything customers believe about why we buy is wrong. Traditional market research, which according to Lindstrom consists of people being directly asked why they made a particular purchase decision, is limited if not completely useless, because in most cases people simply don't know, or are not aware of what drives their purchases. Neuro-marketing is Lindstrom's answer and his novel certainly goes a long way towards testing his ideas, some common sense and some controversial. As a result, Lindstrom’s key arguments are put together as a series of experiments to prove, disprove, or explore theories revolving around what drives customers to buy or not to buy.
Product placement doesn’t work because we have to be emotionally engaged in what we see. Product integration, however, does work to an extent if it is continuously brought up, focused on and emphasized subtly. We can especially see this in the real world through visual advertising. Apparently, people remembered 2.21 ads in 2007 (pg.38). Ultimately, ads are so repetitive that our brains block it out. People no longer watch or listen to them, it is simply a break between television shows and movies. Companies are now turning to product integration within media and entertainment in order to involve their products in television and music.
Subliminal messaging is everywhere and still highly effective. However, the effectiveness of a company’s logo is dying and the future lies in mirror neurons and logo-free advertising. Lindstrom pushes the idea that logos can even reduce sales of a product for being too loud, causing the customer to mentally shut it out. This phenomenon is called “unconscious emotion” (pg.76). Our brains can remember and recall a visual or brand even before we have consciously realized what it is. Therefore, our brain decides we will buy something before we have even made the conscious decision to do so. For example, the company Marlboro uses everyday objects and styles, such as color schemes and similar symbols, in order to represent the appearance of a Marlboro ad/environment without flaunting their logo. We only need a visual image that reminds us of a product/brand for it to register in our brains and cause a reaction.
There is also a link between brands and rituals that exist along with an emotional attachment that stimulates us to buy. Rituals are common within our fast-paced society in an attempt for us to gain some control over our lives. Rituals within products give an “illusion of comfort and belonging” (pg.99). Customers also have a sense of loyalty to a preferred brand, similar to a religious feeling, for products such as shampoo, coffee, and cookies which encourages them to keep buying a specific product. For instance, Nabisco, the parent company who manufactures Oreo cookies, partnered with the “Got Milk?” campaign. This marketing strategy enables customers to associate a brand with a nationwide ritual of dipping Oreos into milk. This creates a sense of familiarity and unity, which ultimately furthers their sales.
Living in an overwhelming advertising world of advanced technology, we are highly over stimulated. This causes us to shut down part of our brain to protect it from the immense amount of advertisements. In Lindstrom’s experiment, he found that visual stimulation is more effective if combined with sounds and smell for a more complete experience of the product. He exposed the qualities of using multiple senses to improve a product’s “sensory brand” (pg.143). While sight is the most commonly used sense in marketing, sounds and smell can be far more effective for reaching customers– particularly when paired with visual elements. Color is also very powerful in connecting customers visually with a logo or brand because it can increase chances of recognition by 80%.
The discussion the author presents to support his discoveries along with real life examples are very insightful. The sections of his book on sensory branding I thought were most applicable to the real world. Many readers will be shocked by the fact that a logo is not an important aspect of the brand, rather our smell and sound associations can have a much stronger effect, but only if we are unaware of being advertised to. Another really interesting result a study came up with was that viewing cigarette advertising with morbid warnings wasn't an effective strategy toward smoking prevention. Experiment results indicated that when shown multiple images of cigarette packet health warnings, a “craving spot” within subjects’ brain was actually stimulated (pg.14). This experiment, despite almost all subjects claiming they were affected by the health warnings, produced results which suggested they weren’t. The warnings apparently had no effect on discouraging people from smoking; instead it increased their desire to. This demonstrates that what we say we think or feel, is often not mirrored by our brain. Apparently the billions spent on health campaigns are actually helping the tobacco industry as ten million cigarettes are sold every minute. We may think we understand why we buy, but looking closely at our brain suggests very differently.
However, Lindstrom doesn't generally explore possible interpretations for his findings. Whenever his hypotheses were confirmed, Lindstrom seemed content and only occasionally attempted to explain why it might be so. He also never includes the measures of actual behavior, being satisfied with only measuring the brain activity and asking various standard market research questions. The main problem I found with Lindstrom’s ground-breaking claims were that the results created a hype that the book fails to satisfy. Despite all the valuable information, he never explained how we could apply his theories to ourselves and the world around us. Even though it is not as ground breaking as it claims to be, I recommend that it is definitely still worth picking up, whether you are a market researcher, advertiser or a general reader interested in neuro-marketing.
In conclusion, what I have learned from this book is that we are irrational buyers when it comes to shopping. This is because the emotions triggered in our subconscious mind make up 90% of our purchase decisions compared to the 10% that is associated with our conscious rational brain (pg.195). Therefore, people can’t often explain why we prefer a particular brand for purses, sneakers, or electronic devices beyond stating the obvious attributes. Learning to become more aware of how unconscious desires motivate our buying behavior will become an important marketing tool and Buyology can certainly help in gaining such awareness. Although there is still much to discover about the science behind why we buy - neuroscience is leading the way.
0 of 0 people found the following review helpful.
INTERESTING!
By vienna s
It does, in a way, advertise other companies like some comments have said but the book in itself is attention grabbing. He talks about the experiments and the results and how companies try to market to the consumer in a variety of ways. It is interesting because it offers a new perspective on how you are being manipulated as a consumer. Do not expect this book to teach you how to run a business or to give you an in depth analysis of what each company does and what each product/ad attempts to do to you. If you want thorough analysis to teach you every trick there is, I suggest for you to search a new book. If you want some overall knowledge and idea this is the book!
2 of 2 people found the following review helpful.
I also did not enjoy the tone of the narrator throughout the book - ...
By TradeIsLife
As many others have already mentioned, this book is light on content and heavy on self-promotion. I also did not enjoy the tone of the narrator throughout the book - this is personal taste, but his reading felt a bit too dramatic and at times the tone appeared smug which further accentuated the self-promotion aspect of this book. Was it an interesting read overall? Yes. Would I buy this book for a friend? Probably not.
Buy-ology: How Everything We Believe About Why We Buy is Wrong, by Martin Lindstrom PDF
Buy-ology: How Everything We Believe About Why We Buy is Wrong, by Martin Lindstrom EPub
Buy-ology: How Everything We Believe About Why We Buy is Wrong, by Martin Lindstrom Doc
Buy-ology: How Everything We Believe About Why We Buy is Wrong, by Martin Lindstrom iBooks
Buy-ology: How Everything We Believe About Why We Buy is Wrong, by Martin Lindstrom rtf
Buy-ology: How Everything We Believe About Why We Buy is Wrong, by Martin Lindstrom Mobipocket
Buy-ology: How Everything We Believe About Why We Buy is Wrong, by Martin Lindstrom Kindle
Tidak ada komentar:
Posting Komentar