Buyology: Truth and Lies About Why We Buy () is a bestselling book by Martin Lindstrom, in which he analyzes what makes people buy. The author. How much do we know about why we buy? What truly influences our decisions in today’s message-cluttered world? An eye-grabbing. His book Buyology: Truth and Lies About Why We Buy presents the findings from one of the largest scientific studies conducted on scanning the.

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Buyology: Truth and Lies About Why We Buy and the New Science of Desire

Martin Lindstrom is a marketing expert and consultant to important companies in the world. Truth and Lies About Why We Buy presents the findings from one of the largest scientific studies conducted on scanning the brains of consumers as they are exposed to marketing stimuli. Research is presented in an entertaining style and results might help product development and finding consumer buying patterns.

Being driven to find out why people choose to buy one brand over anotherMartin Lindstrom approaches the future of advertising through the liew confluence of medical knowledge, technology and marketing, with the ability to scan the brain as a way of understanding brain stimulations.

The audience consists of not only people interested in marketing and neuroscience, but also consumers that after reading it might understand more about themselves and why they buy. Performing marketing research using knowledge and technology from neuroscience allow scientists find out how the brain reacts when it is exposed to stimuli.


Results from the largest neuromarketing study that he presents in 12 chapters seem to contradict current market research, and the author explains the conclusions and implications of each investigation in layman termsas he aims a broad audience. trufh

Review of Buyology: Truth and Lies About Why We Buy – Small Business Trends

The 7 million dollar neuromarketing study that involved multiple experiments with thousands of subjects from all around the world, 10 professors and wyh, researchers and the Central Ethics Committee in the United Kingdom was conducted in London, at the Centre for NeuroImaging Sciences, with a 4 million dollars fMRI coordinated by Dr.

Thus, the liez started on the need to investigate the problems faced by consumers, companies, people and governments working in advertising: Does product placement work? How powerful are brand logos?

Subliminal advertising is still used? What effect do health warnings have upon us?

Review of Buyology: Truth and Lies About Why We Buy

One of the experiments presented that illustrates how consumers are not good at reporting how they feel, think or behave consisted in projecting on a screen inside the fMRI machine images with cigarette packaging that contained health warning labels. The results of scanning a group of smokers were unexpected: So, the messages and images that aimed scaring smokers in order to reduce cancer rates and save lives, actually encourages them to light their cigarettes and this way they became a marketing tool, although the subjects of the study said that they were concerned about the labels and the negative health consequences.


Qbout conclusion of the study captures the bjyology that participants in the study were hindered by the effects of smoking on their body and felt guilty to see those images and messages, as the brain perceived this as a desire and the conscious could not detect the difference, the author making an analogy between these results and how people act in terms of superstitions.

These are just some aspects of one of the experiments presented, the book captures many interesting studies on the influence of perfume and how les determine whether an image matches a certain perfumesound and taste, on an increased activity in specific cortical areas and on consumer decisions, subliminal advertising, the correspondence between religion and branding, product placement, the influence of fear, disassembling a brand or the buyopogy of somatic markers.

Also, one chapter explains how to determine which products engage attention using neuroimaging.

Some of the results include: If you are a consumer, this easy and captivating book will make you more aware of you decision-making process while buying. If you are interested in marketing, you will find new ways of building your strategies and products that consumers want.

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