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.
andquot;The Sonic Boom
will alter how you hear the world.andquot; --TIME
andquot;Equal parts sociological study and business advice, using unique everyday examplesandndash; for instance, how the fate of the Chiliandrsquo;s fajita empire rested on the sound of the sizzling platter, and how Disneyland approaches soundscapes for a fully immersive experienceandndash; and#160;to explain how sound effects our mood and shopping habits.andquot; --EW.com
andquot;Beckermanand#39;s anecdotes, including how Apple computers came to have their particular start-up noise, are engaging.andquot; --Los Angeles Times
andquot;Thanks to such entertaining asides and Beckermanandrsquo;s enthusiastic conviction that sound matters more than anything, readers of The Sonic Boom might suddenly find theyandrsquo;re hearing things they had never noticed before.andquot; --Washington Independent Review of Books
andquot;A fast and provocative read that will appeal to a wide, general audience, especially those interested in the psychology of marketing.andquot; --Library Journal
andquot;Informative...The bookandrsquo;s strength lies in the specificity of its examples: the restaurant chain Chiliandrsquo;s triggered Americansandrsquo; hunger by amping up the sizzle of fajitas; Disney creates andldquo;fake quietandrdquo;andmdash;a soundscape of birds and forest soundsandmdash;to help people feel they are somewhere magical...This book is directly aimed at corporations, fund-raisers, and party planners, but shoppers, donors, and partygoers should also read it to learn about how their decisions are being affected by the soundscapes in which they are immersed.andquot; --and#160;Publishers Weekly
andquot;The author makes a strong case that we are unaware of the degree to which and#39;the hidden world of soundand#39; influences our moods and the choices we make. Although we are more aware of the information we obtain through sight, Beckerman bolsters his conclusion that it is sound rather than sight that is our most important sense, citing how The Star Spangled Banner and Beethovenand#39;s Fifth Symphony evoke powerful emotions by the use of a few repeated notes. We instantly recognize these musical phrases, or and#39;sound logos,and#39; which and#39;efficiently let listeners recall and understand rich stories.and#39;...Interesting insight on the use of sound bites to merchandise products.andquot; --Kirkus
andldquo;Iand#39;ve spent my life curating, creating, and collecting sounds. But Beckerman and Gray have shown here that there are still plenty of sounds that weand#39;ve all missed. The Sonic Boom reveals the music and structured cacophony of everyday life.andrdquo;
andquot;The only force more powerful than taste or smell when trying to create an emotional response? Music. The right sound at the right time can slam you right back to childhood, create dread, inspire empathy, turn you on a dime to an emotional jellyfish. The right song at the right time can changeandmdash;and has changedandmdash;the world, leading directly to social change and even revolutions. Music defines us.and#160;Joel Beckerman knows. Let him tell you all about it.andquot;
andmdash;Anthony Bourdain, chef, bestselling author of Medium Raw, No Reservations, and Kitchen Confidential
andldquo;Pick this book up. Put it close to your ear. Riff through the pages. Hear that? Those are ideasandmdash;Beckermanandrsquo;s ideasandmdash;flying by a mile a minute. Reading Sonic Boom is like seeing colors for the first time!andrdquo;
andmdash;Fred Graver, writer/producer, TV creative lead at Twitter
andldquo;Beckerman and Gray show how the right sound at the right moment forges bonds between brands and peopleandmdash;and how bad sound breaks them. The Sonic Boom illuminates the surprising opportunities that are revealed when we utilize sound thoughtfully and strategically, not just tactically.andrdquo;
andmdash;Andrea Sullivan, chief marketing officer, North America, Interbrand
andldquo;Beckerman offers an intriguing examination of the manipulative and inspirational power of sound in our everyday lives. It made me listen to my ears!andrdquo;
andmdash;George S. Clinton, film composer and Chair of Film Scoring at the Berklee College of Music
andldquo;We are all susceptible to the power and manipulation of sound and Beckerman has beautifully described this mysterious process. As a producer, this book not only makes my choices and use of sound more informed but hopefully more effective.andrdquo;
andmdash;Gordon Elliott, executive producer of ABCandrsquo;s andldquo;The Chewandrdquo;
andldquo;This remarkable book describes and clarifies the exciting and complex world of sound.andrdquo;
andmdash;Ellis Douek, emeritus consultant ENT surgeon, Guyandrsquo;s and St Thomasandrsquo; Hospital, London; author of Overcoming Deafness
andldquo;Beckerman offers insights into a potent marketing opportunity. His work helps brands realize the powerful potential of sound.andrdquo;
andmdash;Ruth Gaviria, executive vice president of corporate marketing, Univision Communications Inc.
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.