PDF Ebook , by Martin Lindstrom
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, by Martin Lindstrom
PDF Ebook , by Martin Lindstrom
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Product details
File Size: 909 KB
Print Length: 274 pages
Publisher: Currency; 1st edition (October 14, 2008)
Publication Date: October 21, 2008
Sold by: Random House LLC
Language: English
ASIN: B001FA0VWG
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Essentially, we rarely have any rational control over why we buy some products and not others. This is because our brain subconsciously chooses for us. Traditional marketing methods no longer work in our society and the reasons we think we buy are very deceptive. Martin Lindstrom’s, author of Buyology – Truth and Lies About Why We Buy, main objective is how neuromarketing will change marketing strategies in the future and help us understand the science behind why we buy in relation to the goal of marketers. The main thesis of Lindstrom is expressed in how everything customers believe about why we buy is wrong. Traditional market research, which according to Lindstrom consists of people being directly asked why they made a particular purchase decision, is limited if not completely useless, because in most cases people simply don't know, or are not aware of what drives their purchases. Neuro-marketing is Lindstrom's answer and his novel certainly goes a long way towards testing his ideas, some common sense and some controversial. As a result, Lindstrom’s key arguments are put together as a series of experiments to prove, disprove, or explore theories revolving around what drives customers to buy or not to buy. Product placement doesn’t work because we have to be emotionally engaged in what we see. Product integration, however, does work to an extent if it is continuously brought up, focused on and emphasized subtly. We can especially see this in the real world through visual advertising. Apparently, people remembered 2.21 ads in 2007 (pg.38). Ultimately, ads are so repetitive that our brains block it out. People no longer watch or listen to them, it is simply a break between television shows and movies. Companies are now turning to product integration within media and entertainment in order to involve their products in television and music. Subliminal messaging is everywhere and still highly effective. However, the effectiveness of a company’s logo is dying and the future lies in mirror neurons and logo-free advertising. Lindstrom pushes the idea that logos can even reduce sales of a product for being too loud, causing the customer to mentally shut it out. This phenomenon is called “unconscious emotion†(pg.76). Our brains can remember and recall a visual or brand even before we have consciously realized what it is. Therefore, our brain decides we will buy something before we have even made the conscious decision to do so. For example, the company Marlboro uses everyday objects and styles, such as color schemes and similar symbols, in order to represent the appearance of a Marlboro ad/environment without flaunting their logo. We only need a visual image that reminds us of a product/brand for it to register in our brains and cause a reaction. There is also a link between brands and rituals that exist along with an emotional attachment that stimulates us to buy. Rituals are common within our fast-paced society in an attempt for us to gain some control over our lives. Rituals within products give an “illusion of comfort and belonging†(pg.99). Customers also have a sense of loyalty to a preferred brand, similar to a religious feeling, for products such as shampoo, coffee, and cookies which encourages them to keep buying a specific product. For instance, Nabisco, the parent company who manufactures Oreo cookies, partnered with the “Got Milk?†campaign. This marketing strategy enables customers to associate a brand with a nationwide ritual of dipping Oreos into milk. This creates a sense of familiarity and unity, which ultimately furthers their sales. Living in an overwhelming advertising world of advanced technology, we are highly over stimulated. This causes us to shut down part of our brain to protect it from the immense amount of advertisements. In Lindstrom’s experiment, he found that visual stimulation is more effective if combined with sounds and smell for a more complete experience of the product. He exposed the qualities of using multiple senses to improve a product’s “sensory brand†(pg.143). While sight is the most commonly used sense in marketing, sounds and smell can be far more effective for reaching customers– particularly when paired with visual elements. Color is also very powerful in connecting customers visually with a logo or brand because it can increase chances of recognition by 80%. The discussion the author presents to support his discoveries along with real life examples are very insightful. The sections of his book on sensory branding I thought were most applicable to the real world. Many readers will be shocked by the fact that a logo is not an important aspect of the brand, rather our smell and sound associations can have a much stronger effect, but only if we are unaware of being advertised to. Another really interesting result a study came up with was that viewing cigarette advertising with morbid warnings wasn't an effective strategy toward smoking prevention. Experiment results indicated that when shown multiple images of cigarette packet health warnings, a “craving spot†within subjects’ brain was actually stimulated (pg.14). This experiment, despite almost all subjects claiming they were affected by the health warnings, produced results which suggested they weren’t. The warnings apparently had no effect on discouraging people from smoking; instead it increased their desire to. This demonstrates that what we say we think or feel, is often not mirrored by our brain. Apparently the billions spent on health campaigns are actually helping the tobacco industry as ten million cigarettes are sold every minute. We may think we understand why we buy, but looking closely at our brain suggests very differently. However, Lindstrom doesn't generally explore possible interpretations for his findings. Whenever his hypotheses were confirmed, Lindstrom seemed content and only occasionally attempted to explain why it might be so. He also never includes the measures of actual behavior, being satisfied with only measuring the brain activity and asking various standard market research questions. The main problem I found with Lindstrom’s ground-breaking claims were that the results created a hype that the book fails to satisfy. Despite all the valuable information, he never explained how we could apply his theories to ourselves and the world around us. Even though it is not as ground breaking as it claims to be, I recommend that it is definitely still worth picking up, whether you are a market researcher, advertiser or a general reader interested in neuro-marketing. In conclusion, what I have learned from this book is that we are irrational buyers when it comes to shopping. This is because the emotions triggered in our subconscious mind make up 90% of our purchase decisions compared to the 10% that is associated with our conscious rational brain (pg.195). Therefore, people can’t often explain why we prefer a particular brand for purses, sneakers, or electronic devices beyond stating the obvious attributes. Learning to become more aware of how unconscious desires motivate our buying behavior will become an important marketing tool and Buyology can certainly help in gaining such awareness. Although there is still much to discover about the science behind why we buy - neuroscience is leading the way.
Given, I'm only 2 chapters and the foreword in, but not loving it. It's more focused on brain science, and says what we know -- without an MRI -- that consumers can be irrational. So far, lots of self-love / bragging from the author - this is how much of an expert I am, this is how much companies want me to consult for them, I'm basically a stud - Have yet to get some practical insights that I can apply in what I do. I've put aside for the next book I need to finish in the next 2 weeks. I may return to it if I have time, but if it doesn't improve, this rating won't either.
When was the last time I read a non-fiction book, cover-to-cover in less than two days?Mmmm... never. I am a voracious reader and love to learn, but most of the time, I have to be working through a stack of books, intermittently, to keep my attention. Not so with Buyology. A very *interesting* and *enjoyable* read.My great take-away is all of the examples of how human brains behave differently than they think they are/will... the complexity of it all is astounding! Sure, we’ve known this mis-match has existed for quite some time, but this book provides some concrete explanations for *why* these mis-matches happen.As an educator, the insights of this book have major implications in understanding humanmotivation and behavior.On a lesser note, I agree with some of the comments that there was an occasional tone of bravado, but that could be due to the translation of the author’s Danglish (Danish/English).Overall, however, that did not deter my interest. In fact, I would bet that if you hooked me up to a fMRI or SST scan, my brain would say that it really liked the author’s passion and confidence in the knowledge he was sharing.My metric for rating a book is, “Was it worth my time?†I have to say, “YES! YES! YES!†I can only imagine how insights I gained will continue to circle back to me in the work I do as an educator, entrepreneur, employer, parent, and friend.
As many others have already mentioned, this book is light on content and heavy on self-promotion. I also did not enjoy the tone of the narrator throughout the book - this is personal taste, but his reading felt a bit too dramatic and at times the tone appeared smug which further accentuated the self-promotion aspect of this book. Was it an interesting read overall? Yes. Would I buy this book for a friend? Probably not.
It does, in a way, advertise other companies like some comments have said but the book in itself is attention grabbing. He talks about the experiments and the results and how companies try to market to the consumer in a variety of ways. It is interesting because it offers a new perspective on how you are being manipulated as a consumer. Do not expect this book to teach you how to run a business or to give you an in depth analysis of what each company does and what each product/ad attempts to do to you. If you want thorough analysis to teach you every trick there is, I suggest for you to search a new book. If you want some overall knowledge and idea this is the book!
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