Buyology: Truth and Lies About Why We Buy

by Martin Lindstrom

Book Overview

How much do we know about why we buy? What truly influences our decisions in today's message-cluttered world? An eye-grabbing advertisement, a catchy slogan, an infectious jingle? Or do our buying decisions take place below the surface, so deep within our subconscious minds, we're barely aware of them? In BUYOLOGY, Lindstrom, who was voted one of Time Magazine's most influential people of 2009, presents the astonishing findings from his groundbreaking,...

• Format: Paperback
• Language: English
• ISBN: 0385523890
• ISBN13: 9780385523899
• Release Date: February 2010
• Publisher: Crown Publishing Group (NY)
• Length: 272 Pages
• Weight: 0.55 lbs.
• Dimensions: 0.9" x 5.2" x 7.9"

Customer Reviews

Insights into human decision making process

While the information is most likely a bit dated I still found it interesting that research shows that we aren't as logical as we think when deciding to purchase anything.

To Buy or Not To Buy?

Curious about what ultimately determines your purchasing decisions? Then, you might want to take a peek into the "window into the human mind" created by neuromarketing: "an intriguing marriage of marketing and science." _Buyology_ offers a glimpse into the subterranean brain activity going on during the purchase-or-pass debate. Based on interesting--and often surprising--findings from Lindstrom's neuromarketing study which uses fMRI and SST (steady-state typography) to map and measure brain activty, _Buyology explores the intersection of marketing, psychology, and, neuroscience. Without being too science or marketing heavy, _Buyology_ provides intriguing insight into what really motivates us to buy. Mindful consumerism begins here.

Martin's a leader in this field.

I have to admit that I have a bias about Martin Lindstrom's books. His incredibly enthusiastic line of enquiry and fascination with marketing, together with his experiences around the world make this a riveting investigation about human nature and what makes us tick (buy) when we walk into a shop. It all makes so much sense. The three years of research and academic study behind the book add a powerful understanding and legitimacy to this witty and most importantly, entertaining read!

Why did you buy that? Martin Linstrom knows.

After reading Buy-ology by Martin Lindstrom I will never again purchase anything without examining my reasons for doing so. The book is written in a down-to-earth, easy to read style and is as interesting as any novel I've read. Combining marketing with scientific research provides excellent, factual help for both the consumer and the retailer. In each chapter the reader is confronted with results of scientific studies that cause him to question the motivation behind purchases,and gives the merchant helpful advice on ways to increase his sales while remaining honest and fair to customers. Does sex sell? Does religion play a part in our purchasing choices? What part do our senses play in our decision about which product to purchase? How do logos affect our decisions? Martin Lindstrom answers all these questions and more. He also gives us insight into what to expect in future advertising. Buy-ology is not only a fascinating read, it is essential for every consumer and for every merchant. Martin Lindstrom is a man of extensive marketing experience and he shares his acquired knowledge with his readers. I highly recommend this book as both interesting and helpful.

BUYology forces us to look at advertising & marketing from a new perspective

With his perpetual globe-trotting ways, and front seat access to the practices of leading brands worldwide, Martin Lindstrom has his finger on the pulse of the latest, bravest and best of worldwide marketing, advertising and consumer behavioral trends. BUYology is a direct product of Lindstrom's futuristic vision for brands everywhere. Before BUYology, we were presented with BrandChild and BrandSense, where in each case, he brought us new concepts, research and theorems that we now take for granted in branding strategies. In his constant quest to find out ways to build better brands, Lindstrom's BUYology forces us, yet again, to look at branding, advertising and marketing from a new perspective. In this case, through neuroscience, he investigates whether marketers can unlock consumers' subconscious thoughts and better understand their motivations to buy. Through extensive research, Lindstrom demystifies and questions some well anchored tactical advertising assumptions and myths, e.g. does sex sell, really? When it does, he tells us the why and the how. The book is written in a conversational, approachable tone. It is filled with Lindstrom's colorful storytelling, examples that corroborate each point that he is making. As he mentions, until now, most advertising and marketing has been a guessing game. It seems that the marketing folk as well as the consumer can learn some new tricks with this book.

brilliant, timely, eye-opening

I'm not a marketer, or all that interested in business-type books (though like most people I do like to shop). But this book was being reviewed all over the place and I saw it on the Wall Street Journal bestseller list and I thought it sounded like the perfect business book. Well, it is. I couldn't put it down, and when was the last time I said that about a book about the sly and subtle ways that businesses and advertisers try and get us to buy their stuff? By the time I put this book down, I couldn't even look at my iPod in the same way. Lindstrom carried out a global survey of customers using brain-scanning so he could peer into their minds as they observed various logos and such. Along the way he presents intriguing, and at times devastating, scientific findings on brands and religion (Apple computers light up the same region of the brain as do pictures of rosary beads and churches), subliminal advertising and tobacco, and most startling of all -- AND WHY ISN'T THE WHOLE WORLD REPORTING ON THIS? -- that cigarette warning labels, rather than discouraging smokers, actually make them want to smoke. Hello? I know we're in a crucial election issue, and that the economy is tanking, but the fact this isn't a headline around the world that's causing policy makers to rethink their strategies just boggles my mind. A superb, illuminating read -- easy to read science with fascinating anecdotes.