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Buyology: Truth and Lies About Why We Buy
Buyology: Truth and Lies About Why We Buy

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Author: Martin Lindstrom
Publisher: Doubleday Business
Category: Book

List Price: $24.95
Buy New: $13.39
You Save: $11.56 (46%)



New (50) Used (11) from $11.99

Avg. Customer Rating: 4.0 out of 5 stars 45 reviews
Sales Rank: 464

Media: Hardcover
Number Of Items: 1
Pages: 256
Shipping Weight (lbs): 0.9
Dimensions (in): 8.4 x 5.6 x 1.1

ISBN: 0385523882
Dewey Decimal Number: 658.834
EAN: 9780385523882
ASIN: 0385523882

Publication Date: October 21, 2008
Availability: Usually ships in 1-2 business days

Also Available In:

  • Audio CD - Buyology: Truth and Lies About Why We Buy
  • Audio Download - Buyology: Truth and Lies About Why We Buy (Unabridged)
  • Kindle Edition - Buyology: Truth and Lies About Why We Buy

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Editorial Reviews:

Product Description
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 presents the astonishing findings from his groundbreaking, three-year, seven-million-dollar neuromarketing study, a cutting-edge experiment that peered inside the brains of 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. His startling results shatter much of what we have long believed about what seduces our interest and drives us to buy. Among his finding:

Gruesome health warnings on cigarette packages not only fail to discourage smoking, they actually make smokers want to light up.


Despite government bans, subliminal advertising still surrounds us – from bars to highway billboards to supermarket shelves.

"Cool” brands, like iPods trigger our mating instincts.

Other senses – smell, touch, and sound - are so powerful, they physically arouse us when we see a product.

Sex doesn't sell. In many cases, people in skimpy clothing and suggestive poses not only fail to persuade us to buy products - they often turn us away .

Companies routinetly copy from the world of religion and create rituals – like drinking a Corona with a lime – to capture our hard-earned dollars.

Filled with entertaining inside stories about how we respond to such well-known brands as Marlboro, Nokia, Calvin Klein, Ford, and American Idol, BUYOLOGY is a fascinating and shocking journey into the mind of today’s consumer that will captivate anyone who’s been seduced – or turned off – by marketers’ relentless attempts to win our loyalty, our money, and our minds. Includes a foreword by Paco Underhill.



Customer Reviews:   Read 40 more reviews...

5 out of 5 stars What makes us tick? What makes us buy?   November 22, 2008
What compels us to buy particular products or services? Need is one factor, to be sure; however if rational judgment, utility or reason were the only factors in the buying position, then the world would be absent the global behemoth known as "Advertising." Consumers buy what they do for a variety of needs: physical, emotional, spiritual, social. They make decisions based on wants, desires, and urges, as well as utilitarian concerns. In short, people buy as much for fulfillment as they do for specific tangible purposes.

Martin Lindstrom is a recognized expert in marketing, providing insight to a variety of global companies both in the U.S. and abroad. Along with his business interests and consulting activities, he has written numerous articles in business and general publications including Advertising Age, Harvard Business Review, Fortune and Forbes. His previous book, "BRAND sense," published in 2005 to critical acclaim, focused on how companies build brand awareness and loyalty by engaging the five senses (sight, smell, taste, touch, hearing).

When I began to read " buy* ology," I was somewhat skeptical of Mr. Lindstrom's assertions -- that our buying decisions depend significantly upon subconscious considerations as well as rational thoughtful analysis. As he examines the influences of such diverse elements of our psyche as religion, sex, politics, ritual, superstition, and our sensory perception, there is the recognition that we are, in a sense, slaves to our own hardwiring.

Some may look at the field of neuro-marketing as manipulation, and that may indeed be the case. Certainly, successful marketers seek to exploit target consumers by appealing to their unconscious wants and desires. However, the book also enables us to understand how we can be manipulated, so that we can better differentiate our genuine needs from our subliminal urges. This is where the book provides great value; we begin to discern and name our innermost thoughts so that can become more conscious consumers.

The information contained in the book is not entirely new. Many aspects of "subliminal" marketing and advertising -- the myths as well as the realities -- date from at least the 1950s. Mr. Lindstrom has validated many of the principles here and have given them the light of day. He writes well, integrating theory and principles with anecdotes, telling a story that can amuse as well as enlighten.



1 out of 5 stars Read the dustcover and you can save yourself the purchase price   November 20, 2008
From the forward, where one of Martin's colleagues blow plumes of apple-scented smoke up Martin's rear end, to the section where Martin tells us how youthful his face is, to the disappointing and fundamentaaly flawed research methods employed in the so-called 'research', this book is one big disappointment. Despite the hype created by the book's publicists and Martin himself, there's little here for people truly interested in the science of marketing.


4 out of 5 stars Bloodless brain surgery   November 19, 2008
I've watched Martin Lindstrom's (the author) podcasts for his very insightful examinations of how companies successfully integrate specific strategies into their branding efforts. I have utilized some of these strategies both into the building of my business and into the business of associates for whom I consult and/or collaborate with. Buy*ology is another tool that allows marketing and sales efforts to have a better chance for success by providing an awareness of the workings of the human mind in a way that has never been available before. The comprehensive tests used for the information presented in the book just skim the surface of examining the socioeconomic responses of the human brain yet the book provides answers to why people respond as they do, often in ways both unexpected and seemingly bizarre, enabling us the ability to predict responses (in my case to marketing efforts) with better accuracy and results. A must read for anyone wanting to increase the success of their marketing and branding strategies.


3 out of 5 stars Nothing new here   November 19, 2008
I was disappointed. Lindstrom's writing style is entertaining enough, but the slender book belabored some obvious points and Lindstrom's ego bordered on being obnoxious. To paraphrase a critic in a review for another book - the book was both new and entertaining, but what was new was not entertaining and what was entertaining was not new. Ok, he hooked people up to electrodes and used an fMRI or SST or something to document "neuromarketing." Images trigger responses in your brain. Martin Lindstrom is smart and travels a lot. Got it. I hope I didn't spoil the ending for anyone but that's really the three-sentence summary of "Buyology."




5 out of 5 stars Martin's a leader in this field.   November 18, 2008
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!


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