Synopses & Reviews
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.
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.
A guide to the effective use of sound in marketing, revealing the surprising ways sound can influence our emotions, opinions, and preferences
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
Hailed as andldquo;equal parts Philip Glass and Don Draperandrdquo; by Details Magazine, JOEL BECKERMAN is an award-winning composer and producer for television. He is the founder of Man Made Music, a company specializing in sonic branding. Fast Company named him one of their andldquo;Most Creative People in Businessandrdquo; and Man Made Music one of their andldquo;Most Innovative Companiesandrdquo; in music. He created original scores for more than fifty television programs, won ASCAPandrsquo;s andldquo;Most Performedandrdquo; theme award for the past eight years, and has developed signature sonic branding programs for global giants such as Disney, ATandT, and Southwest Airlines. Beckerman has worked with John Legend, will.i.am, Moby, OK Go, Morgan Freeman, and the composer John Williams. He lives in New Providence, New Jersey.
TYLER GRAY is editorial director for Edelman in the New York City office. He was recently editorial director for Fast Company and is the author of The Hit Charade.