Buyology: Truth and Lies About Why We Buy [Audiobook, Unabridged] [Audio CD]

 

 

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As Martin Lindstrom explains in the Introduction, he set out to understand "what's going on in our brains that makes us chose one brand over another - what information passes through our brain's filter and what information doesn't -- well that would be key to truly building brands of the future." After completing a three-year, multimillion-dollar "journey" with 2,081 volunteers he enlisted (from America, England, Germany, Japan, and the Republic of China), he shares what are best viewed as preliminary conclusions about neuromarketing.

In fact, as I read this book, I became convinced that whatever revelations (albeit preliminary) the research study might provide would have broader and deeper implications with regard to how most (if not all) people make decisions, not only about brands but also about questions to answer, problems to solve, opportunities to pursue, perils to avoid, etc. One of Lindstrom's several objectives was (and is) to gain a better understanding of "our own seemingly irrational behavior - whether it's why we buy a designer shirt or how we assess a job candidate"...or those who seek the presidency of the United States. Once we gain such an understanding, Lindstrom asserts, we actually gain [begin italics] more [end italics] control, not less, over the decision-making process.

Others have shared their reasons for holding this book in such high regard. Here are three of mine. First, Lindstrom immediately establishes and then sustains a personal rapport with his reader. He makes brilliant use of direct address but also of first-person plural pronouns that make the reader feel as if she or he was a companion during the "journey" to which Lindstrom refers. In fact, each reader completes her or his own journey also. The metaphor is especially apt, invoked for the last time when Lindstrom concludes his book: P.S. If you want to continue this journey into Buyology, log on to www.MartinLindstrom.com and step into a world - with its truth and lies - which we've just begun to explore."

I also hold this book in high regard because all of its preliminary revelations, conclusions, observations, etc. are research-driven. I was impressed by the number of other studies he cites throughout his narrative. For example, in Chapter 5 ("Do You Believe in Magic? Ritual, Superstition, and Why We Buy"), he cites studies by the Journal of Family Psychology and BBDO Worldwide. They and other studies cited elsewhere in the book help to increase our understanding of the importance of rituals and superstitions to the decision-making process. Lindstrom cites several daily rituals to illustrate key points, then observes: "One thing is clear. Ritual and superstition can exert a potent influence on how and what we buy. After six years of studying product rituals and their effects on branding, it struck me: might religion - which is so steeped in familiar and comforting rituals of its own - play a way in why we buy as well?" On to the next chapter in which Lindstrom shares what he learned about similarities between religious and spiritual symbols and their commercial counterparts. In that chapter as in all others, preliminary revelations, conclusions, observations, etc. are research-driven.

My third reason is a personal one and thus may reveal more about me than it does about this book. Many years ago, I came upon Voltaire's suggestion that we cherish those who seek the truth but beware of those who find it. Since then, I have had what I hope is a healthy skepticism about absolutes as well as assertions based on limits such as "all" or "never." I have tried very hard to develop what Hemingway once characterized as a "built-in, shock-proof crap detector"...especially if the crap in question is my own. Then I began to read this book and by the time I reached the fourth chapter, I realized that no matter what I may think I think and (especially) believe, I may not - in fact -- know. On the contrary, subconscious thoughts, feelings, and desires may well determine most (if not all) of the decisions I make every day. So I now plan to re-read Lindstrom's book after activating the aforementioned detector. What will I become aware of this time around that I missed previously? My own journey continues....

Buyology is one of my favourite business books that I have ever read. Even if you're not interested in business, you will still find this book very interesting! The details and studies done are absolutely amazing and it gives us so much insight on advertisements.

(This review has also been posted to LibraryThing)

The entire time I was reading this, I found myself wishing that it had been written by Malcolm Gladwell instead. It was so full of Lindstrom's self-promotion and narcisistic asides that it got distracting.

Many of the ideas Lindstrom presents are interesting (e.g. "smashable" brands, mirror neurons, the role of product placement - the analysis of product placement on American Idol was particularly interesting), but he just lists example after example without really getting into the details of why or how things work the way they do.

Lindstrom does the same with the neuromarketing studies the book is supposed to be about; he goes on and on about how groundbreaking the results are but glosses over the methodology and doesn't really give us much more than the bare minimum for the results. I came away not really knowing why many of his studies were as revolutionary as he claims. Also, having a science background, I questioned some of his methods and results from what little explanation was provided.

Overall: a book with lots of potential that turned out to be tedious and unsatisfying.

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5.0 out of 5 stars Simple and Fast
Well nothing to complain, the book got here fast and everything went according to plan, almost easier than to walk at the bookstore.

Published 24 months ago by Alexandre Gagnon

3.0 out of 5 stars Self-Promoting Marketing Piece But Has Some Value
Martin Lindstrom is a high energy marketing consultant who has a lot to say about himself, and while taking short rests from that activity provides some interesting information... Read more

Published on Sep 24 2009 by B. Breen

4.0 out of 5 stars Worth reading, but not as good as Brand Sense
Martin Lindstrom, a regular contributor to Ad Age and countless other media, is now recognized as a superstar in branding circles. Read more

Published on Aug 25 2009 by sean s.

5.0 out of 5 stars Why didnt i realise this earlier?
Buy-ology has that strange way of making you feel so silly for not
realising what
seems so bleedingly obvious, but also impresses you beyond belief with
the... Read more

Published on April 7 2009 by Donna G. Caldeira

5.0 out of 5 stars Next big thing if it isnt already!
Somebody stop him, Lindstrom is the next big thing! Buy-ology has the
power to change the way you look at things, to change the way you think. Read more

Published on April 7 2009 by Jason Tews

5.0 out of 5 stars Helped me personally.
I'd like to point out the way that this book has helped me personally,
as a means of personal management and self control. Read more

Published on April 7 2009 by Wendy Ennis

4.0 out of 5 stars IN THE SWEET BUY AND BUY
Do you buy something because you need it? Umm, perhaps. Did you really want the last item you bought? Maybe. Read more

Published on Oct 28 2008 by Gail Cooke

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