Buyology: Truth and Lies About Why We Buy

Lindstrom, Martin

ISBN 10: 0739376012 ISBN 13: 9780739376010

Casa editrice: Random House, 2008

Riassunto

Based on the single largest neuromarketing study ever conducted, Buyology reveals surprising truths about what attracts our attention and captures our dollars. Among the long-held assumptions and myths Buyology confronts:

· Sex doesn’t sell - people in skimpy clothing and provocative poses don’t persuade us to buy products.

· Despite government bans, subliminal advertising is ubiquitous — from bars to supermarkets to highway billboards.

· Color can be so iconic that the sight of the robin’s egg blue of a certain famous jewelry brand significantly raises women’s heart rates.

· Companies shamelessly borrow from religion and ritual — like the ritual, made up by a bored American bartender, of drinking a Corona with a lime — to seduce our interest.

· “Cool” brands, like iPods, trigger our mating instincts.

The fact is, so much of what we thought we knew about why we buy is wrong. Drawing on a three-year, 7 million dollar, cutting-edge brain scan study of over 2000 people from around the world, marketing guru Martin Lindstrom’s revelations will captivate anyone who’s been seduced —or turned off— by marketers relentless efforts to win our loyalty, our money and our minds.

Packed with entertaining stories about how we respond to such well-known products and companies as Marlboro, Calvin Klein, Ford, and American Idol, Buyology is a fascinating tour into the mind of today’s consumer.

Su questo libro

Recensione:

"A page-turner"
-Newsweek

" Lindstrom dishes up results, alongside a buffet of past research, with clear writing and deft reasoning."
-Fast Company

“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”
- CNBC

"...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”
-USA Today

"Lindstrom...has an original, inquisitive mind...His new book is a fascinating look at how consumers perceive logos, ads, commercials, brands, and products."
-Time

“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
From the Hardcover edition.

L'autore:

Martin Lindstrom is one of the world’s most respected marketing gurus. His previous book, BRAND sense, was acclaimed by the Wall Street Journal as one of the ten best marketing books ever published.

Paco Underhill has been profiled in The New Yorker and Smithsonian Magazine, has written for American Demographics and Adweek, and lectures widely on retail anthropology.

Su questa edizione

• Editore: Random House
• Data di pubblicazione: 2008
• ISBN 10: 0739376012
• ISBN 13: 9780739376010
• Rilegatura: Audio CD