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Buyology: Truth and Lies About Why We Buy | 
 enlarge | Author: Martin Lindstrom
Publisher: Doubleday Business
Category: Book
List Price: $24.95
Buy New: $12.19
You Save: $12.76 (51%)
New (44) Used (13) from $10.00
Rating:  51 reviews
Sales Rank: 782
Media: Hardcover
Pages: 256
Number Of Items: 1
Shipping Weight (lbs): 0.9
Dimensions (in): 8.4 x 5.6 x 1.1
ISBN: 0385523882
Dewey Decimal Number: 658.834
EAN: 9780385523882
ASIN: 0385523882
Publication Date: October 21, 2008
Availability: Usually ships in 1-2 business days
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Product Description
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.
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| Customer Reviews: Read 46 more reviews...
Buy, Sell or Hold ? December 2, 2008
John Care (Pennsylvania , US)
Martin Lindstrom is one of the worlds most reknown experts on marketing and branding. In Buyology he explains the science of the truth and lies about why we buy. The science part is because Martin strapped several hundred volunteers to fast-scan MRI devices to record which sections of their brain chemically changed and "lit up" when viewing, hearing or reading various marketing campaigns. He explores "does sex sell?" ; "does subliminal advertising actually work?" and more controversally, why branding is mentally equivalent to religion.
This is a pleasant and intriguing 200 page read that doesn't get too deep into the science, and has enough everyday anecdotes to maintain your interest. I just wish Lindstrom had expanded his thoughts into how to sell, based upon why we buy - then he would really have some insights!!
Basically good stuff December 1, 2008
T. Brennan (Brisbane Australia)
Some excellent revelations, but laboured the point too much with anecdotal examples throughout. I felt the whole book could be summarized to about 50 pages. Still, definitely worth buying.
 No meat November 30, 2008
Dave C-H (Des Moines, IA United States)
This book was an interesting exercise in marketing. It starts out with an explanation of how totally cool and revolutionary the experiments were. Then, every chapter ends with a promise that in the next chapter you are finally going to learn something really REVOLUTIONARY. But you never do. I kept thinking: "Oh, this next chapter sounds like it's going to be great!" And then, it wasn't, but it looked like the next one might be. As far as I can tell, Lindstrom presents actual results from his much-hyped experiments in chapters 2 and 6. Maybe there are some minor results elsewhere that I have already forgotten. And these results aren't really ground-breaking, they just tend to back up what real psychologists have been writing about for years in much better books.
Anyway, the book has the feel of a short research article that was expanded into a book because it seemed like that might sell. Thus, there's a LOT of fluff, a LOT of space wasted on promising to tell us something really cool really soon, and very, very little actual information. Don't waste your time on this one.
What confuses me is all of the great reviews from places like Newsweek and the like. It makes me actually want to reread the book because it feels like I must have been missing something. I'm not going to, because I thought the book was worthless, but it makes me wonder: do people really not already know this stuff? If you know nothing about psychology, then, I guess, maybe this book could be interesting.
 Buy-ology - a real page turner! November 26, 2008
Louise Alexandra Lundbaek (Denmark)
Martin Lindstrom has done me and everyone a huge favor by writing his book Buy-ology!! I simply loved it.
After reading this book I'm more aware of the triggers that move me to make certain purchases and why I tend to stay with the same brands year after year - and why my friends do ;-) It has been such an eye opener.
Because Mr Lindstrom combines scientific technology such as the MRI with marketing know-how I feel that the information is more informative and reliable than an ordinary survey. I also found the topics interesting, especially 'Does Sex Sell', and the comparison between religion and consumer loyalty.
Because it's written in everyday language with minimal use of scientific terms I found this book to be an easy read - a page turner, indeed.
I know I will re-read this and will pass information from it along to friends and family.
Readable, Excellent, and Interesting. November 24, 2008
Matthew Morine
It has taken me longer to read it than normal because of the busy travel timetable. Fortunately, I was able to get into the book this week. The book is a scientific study into the reasons why people buy certain items. The author has a background in branding. He conducted a huge research project in testing the brain stimulus for certain objects or brand awareness. Books that have a scientific background can sometimes labor on the boring side because of all the technical jargon, but this book does an excellent job in telling stories about brand and marketing campaigns with the brain testing commentating on the results. This book helps a minister to better market or present the church in a positive manner to those around him. In fact, there is a special section of the brain that operates concerning religious elements. The book is excellent for helping to know what messages to present to the larger public within a location. The book is readable and enjoyable.
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