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Buyology: Truth and Lies about Why We Buy

by

Buyology: Truth and Lies about Why We Buy Cover

ISBN13: 9780385523882
ISBN10: 0385523882
Condition: Standard
Dustjacket: Standard
All Product Details

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Synopses & Reviews

Publisher Comments:

How much do we know about why we buy? What truly influences our decisions in todays 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, were 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 todays consumer that will captivate anyone whos been seduced – or turned off – by marketers relentless attempts to win our loyalty, our money, and our minds. Includes a foreword by Paco Underhill.

Review:

When the scientists of the future look back at the advances of recent years, they'll be most impressed by what we've learned about the brain. The incarnate soul has been reduced to an intricate network of cells, speaking an obscure electrical code. The question, of course, is what to do with all this new knowledge. Doctors hope that it will lead to medical breakthroughs; philosophers are revising old... Washington Post Book Review (read the entire Washington Post review)

Book News Annotation:

In this paperback edition of the 2008 New York Times bestseller, a marketing expert goes beyond traditional market research to explain consumer behavior. Drawing on studies using functional brain scanning techniques, Lindstrom discusses links between religion, superstitions, subliminal advertising (yes it's lurking), and buying behavior. In a new chapter, he argues that today's recession will have a long-term impact on shopping habits. Annotation ©2010 Book News, Inc., Portland, OR (booknews.com)

Synopsis:

Marketing guru Lindstrom draws on a three-year study of people from around the world to overturn many of the assumptions, myths, and beliefs about what genuinely stimulates consumers' interest in a product and compels them to buy.

Synopsis:

A guide to the effective use of sound in marketing, revealing the surprising ways sound can influence our emotions, opinions, and preferences

Synopsis:

A surprising look at the hidden power of sound, revealing how people and brands can use it to inspire and persuade and#8212; or annoy

From horror movie scores to national anthems to the crunchy sound of potato chips, sound and music greatly impact how we feel about our lives and the messages and products we encounter every day. With the right tools and understanding, anyone can cut through the meaningless noise competing for our attention and learn to use sound as a rich storytelling strategy.

You donand#8217;t need to be a musician or a composer to harness the power of sound. Joel Beckerman explains how companies, brands, and individuals can strategically use sound to get to the core of their mission, influence how theyand#8217;re perceived by their audiences, and gain a competitive advantage. The key to these sonic strategies involves creating and#8220;boom momentsand#8221; and#8212; transcendent instants when sound connects with a listenerand#8217;s emotional core.

The Sonic Boom draws surprising insights from real world examples: the way Disney parks score every second of their guestsand#8217; experience; how Chiliand#8217;s restaurants uses lessons from evolutionary psychology to sell tons of sizzling fajitas, how the sound of a special edition Mustangand#8217;s engine is designed to make drivers feel like action-movie heroes. Sure to appeal to fans of Made to Stick and This Is Your Brain on Music, The Sonic Boom offers readers a powerful new vocabulary for sharing impactful messages with sound.

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.

What Our Readers Are Saying

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Average customer rating based on 1 comment:

takingadayoff, November 11, 2008 (view all comments by takingadayoff)
The idea of neurologists scanning my brain to decide what makes my consumer mind tick is a little unnerving, to say the least. Buyology looks at how brain scans are helping advertisers figure out what how to press our buttons. A Brave New World, indeed!
Was this comment helpful? | Yes | No
(4 of 9 readers found this comment helpful)

Product Details

ISBN:
9780385523882
Subtitle:
How Sound Transforms the Way We Think, Feel, and Buy
Author:
Lindstrom, Martin
Author:
Gray, Tyler
Author:
Beckerman, Joel
Author:
Underhill, Paco
Publisher:
Houghton Mifflin Harcourt
Subject:
Marketing
Subject:
Shopping
Subject:
Marketing - Research
Subject:
Consumer Behavior - General
Subject:
Consumer behavior
Subject:
Marketing -- Psychological aspects.
Subject:
General Business & Economics
Subject:
Marketing - General
Subject:
sound;music;marketing;sonic marketing;branding;brand recognition;business;sonic
Copyright:
Edition Description:
Trade paper
Publication Date:
20141021
Binding:
Electronic book text in proprietary or open standard format
Grade Level:
General/trade
Language:
English
Illustrations:
1 b/w illustration
Pages:
208
Dimensions:
9 x 6 in 1 lb

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Related Subjects

Business » Marketing

Buyology: Truth and Lies about Why We Buy Used Hardcover
0 stars - 0 reviews
$7.95 In Stock
Product details 208 pages Doubleday Business - English 9780385523882 Reviews:
"Synopsis" by , Marketing guru Lindstrom draws on a three-year study of people from around the world to overturn many of the assumptions, myths, and beliefs about what genuinely stimulates consumers' interest in a product and compels them to buy.
"Synopsis" by , A guide to the effective use of sound in marketing, revealing the surprising ways sound can influence our emotions, opinions, and preferences
"Synopsis" by , A surprising look at the hidden power of sound, revealing how people and brands can use it to inspire and persuade and#8212; or annoy

From horror movie scores to national anthems to the crunchy sound of potato chips, sound and music greatly impact how we feel about our lives and the messages and products we encounter every day. With the right tools and understanding, anyone can cut through the meaningless noise competing for our attention and learn to use sound as a rich storytelling strategy.

You donand#8217;t need to be a musician or a composer to harness the power of sound. Joel Beckerman explains how companies, brands, and individuals can strategically use sound to get to the core of their mission, influence how theyand#8217;re perceived by their audiences, and gain a competitive advantage. The key to these sonic strategies involves creating and#8220;boom momentsand#8221; and#8212; transcendent instants when sound connects with a listenerand#8217;s emotional core.

The Sonic Boom draws surprising insights from real world examples: the way Disney parks score every second of their guestsand#8217; experience; how Chiliand#8217;s restaurants uses lessons from evolutionary psychology to sell tons of sizzling fajitas, how the sound of a special edition Mustangand#8217;s engine is designed to make drivers feel like action-movie heroes. Sure to appeal to fans of Made to Stick and This Is Your Brain on Music, The Sonic Boom offers readers a powerful new vocabulary for sharing impactful messages with sound.

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