Buyology: Truth and Lies About Why We Buy Hardcover – Oct 21 2008
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" Lindstrom dishes up results, alongside a buffet of past research, with clear writing and deft reasoning."
“Lindstrom … has an encyclopedic knowledge of advertising history and an abundance of real-world business experience”
-The Washington Post
“Martin Lindstrom, the boy wonder of branding, tells that the future of shopping is all in the mind”
-The Sunday Times (UK)
“Shatters conventional wisdom”
"...brings together a great many strands of research to build a fascinating case. The writing is snappy and the book’s a page turner"
-BBC Focus Magazine
“Lindstrom's research should be of interest to any company launching a new product or brand”
"Lindstrom...has an original, inquisitive mind...His new book is a fascinating look at how consumers perceive logos, ads, commercials, brands, and products."
“When someone tells you that a book is a "page-turner," you probably think of the latest top-list best-seller. Now you'll think of Buyology….Pick up a copy of this book and get one of those highlighting thingamajiggies before you fix your ad budget for the new year. "Buyology" is definitely money well-spent.”
-The Eagle Tribune
“An entertaining and informative tome”
-The Seattle Examiner
“Why do rational people act irrationally? Written like a fast paced detective novel, "Buyology" unveils what neuromarketers know about our decision making so we can buy and sell more insightfully."
- Dr. Mehmet C Oz Professor of Surgery, Columbia University, and author of YOU -The Owner’s Manual
“Move over Tipping Point and Made to Stick because there’s a new book in town: Buyology. This book lights the way for smart marketers and entrepreneurs.”
-Guy Kawasaki, Author of The Art of the Start
"Martin Lindstrom is one of branding's most original thinkers"
-Robert A. Eckert, CEO & Chairman, Mattel, Inc.
“Lindstrom takes us on a fascinating journey inside the consumer brain. Why do we make the decisions we do? Surprising and eye opening, Buyology is a must for anyone conducting a marketing campaign.”
-Ori Brafman, author of the bestselling book, Sway
"Full of intriguing stories on how the brain, brands and emotions drive consumer choice. Martin Lindstrom’s brilliant blending of marketing and neuroscience supplies us with a deeper understanding of the dynamic, largely unconscious forces that shape our decision making. One reading of this book and you will look at consumer and producer behavior in an entirely new light.”
-Philip Kotler, Ph.D., S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University
"A riveting read. Challenging, exciting, provocative, clever, and, even more importantly, useful!"
-Andrew Robertson, CEO & President, BBDO Worldwide
Lindstrom can be a charming writer. He has an encyclopedic knowledge of advertising history and an abundance of real-world business experience
About the Author
MARTIN LINDSTROM was voted one world's 100 most influential people of 2009 by Time Magazine for his work on neuromarketing. With a global audience of over a million people, Lindstrom,one of the world's most respected marketing gurus, spends 300 days on the road every year, advising top executives of companies including McDonald's Corporation, Procter & Gamble, Nestlé, Microsoft, The Walt Disney Company and GlaxoSmithKline. He has been featured in The Washington Post, USA TODAY, Fast Company, and more. His previous book, BRANDsense, was acclaimed by the Wall Street Journal as one of the ten best marketing books ever published.See all Product Description
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Top Customer Reviews
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.
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.Read more ›
The real purpose of the book appears to be the promotion of the author's own self-reported status as a marketing guru but truth be told, Lindstrom does have some interesting information to impart. Neuromarketing is an increasingly used tool in politics and product promotion. The traditional mediums of marketing are rapidly changing and the costs of marketing are demanding better targetting and assessment of the potential impact of the messages being purchased.
That understood, the sections of the book that I found particularly interesting related to branding and religion as well as the recurring theme of cigarette advertising and how the campaigns aimed against tobacco may ironically still be promoting or at least reinforcing its use, at least among those already addicted and using it. There is indeed much to be learned about what takes place at a sub-conscious level and these tools in the hands of marketers looking for the "magic buy button" Lindstrom refers to several times are navigating increasingly differentiating audiences and overburdened, overexposed minds that are increasingly conditioned to filter out advertising noise.
If you can tolerate the marketing with the book itself, there's enough here to make it a worthwhile read.
Breathes there a woman alive who hasn't wondered why on earth she bought a blouse she has yet to wear? Or, at our house a husband who hasn't bought something for his workbench that remains shiny and unused?
Lindstrom brings to light precisely how marketers use science and religion to sell. For instance, just as in religion think of how top selling brands utilize symbols. I can spot my brand of detergent from across a store simply by the symbol on the front of the box, and that symbol elicits a good response from me.
One statement I found a bit intimidating was that we make 90% of our decisions subconsciously or due to a subconscious reaction. I'm still pondering that. I'd really like to think that my buying decisions are made quite consciously with an eye to our budget, but I know that's not so when I remember my tendency to overspend during holiday seasons.
Now, blue is and always been my favorite color. But, I didn't know that the sight of a robin's egg blue Tiffany box made women's hearts beat faster. And, a number of stores and product lines seem to believe that sex sells while Lindstrom says not so.
The data in Buy-Ology isn't at all dry as you may find yourself on quite a few pages. And, Don Leslie's reading makes the discoveries even more enjoyable.
- Gail Cooke
Most recent customer reviews
A great behind the scenes look at how consumers are tricked or cajoled by industry and retailers into buying a given product.Published 1 month ago by Michel R. Magnan
I wish that I hadn't wasted my money on this book. I was curious, since the newly-emerging field of neuromarketing intrigued me. Read morePublished on July 29 2012 by Scribe
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! Read morePublished on Jan. 25 2012 by jessica
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