Look Inside. Oct 21, Minutes Buy. In Buyology , Martin 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, 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 captures our interest—and drives us to buy. Based on the single largest neuromarketing study ever conducted, Buyology reveals surprising truths about what attracts our attention and captures our dollars. The fact is, so much of what we thought we knew about why we buy is wrong.
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And buy yourself a brain scanner. Brains apparently prefer Pepsi in blind tests pleasure centres light up strongest , but when the owners of those brains are drinking branded versions of the sodas, the brains prefer Coke other more dominant areas of the brain light up strongest.
Conclusion: branding influences brain response, and brain response influences brand preference. Which is precisely what magazine New Scientist did, testing brain response to three versions of a front page cover — selecting the one preferred by the 19 brains being scanned.
Skeptics pointed to poor experimental design no control group , rash inference, dubious ethics, and the commonsense alternative explanation that PR hype and word of mouth around the stunt boosted sales. But any market researcher worth their salt will tell you that.
More interesting, if more controversial, are some of the conclusions Lindstrom draws from his battery of brain scans. Hooking people up to functional magnetic resonance imaging fMRI scanners, which produce a detailed snapshot of brain activity at one point in time; and steady-state topography SST scanners, which monitor changes in brain activity over a period of time, Lindstrom provides supporting evidence for the following:.
Hooking people up to functional magnetic resonance imaging fMRI scanners, which produce a detailed snapshot of brain activity at one point in time; and steady-state topography SST scanners, which monitor changes in brain activity over a period of time, Lindstrom provides supporting evidence for the following: Health warnings on cigarette packets have a similar effect to advertisements for cigarettes — they actually stimulate craving.
Sex does not necessarily sell, ads using sex distract from the brand. In other words, sex sells sex, not brands. Sex and controversy Calvin Klein does, however, sell. Appeals to multiple senses work best. In an fMRI scan test, associations around the Marlboro and Camel cigarette brands cowboys, camels triggered a stronger brain response consistent with craving than did exposure to logos and cigarette packets themselves. The brain responds to brands the same way it does to religion — religious symbols and brand iconography light up the same areas of the brain.
Advertising may work through mirror neurons, nerve cells that replicate observed emotion and behaviour. See a happy person in an ad, your brain is happy. Then buy the product, your brain is happy again. Brands can crowd each other out of the brain, intensive product placement and commercials for Coke in American Idol weaken response to other brands advertised or placed in the show.
The extent to which brains light up when exposed to TV pilots is predictive of ratings potential and perhaps in the future new product success. Subscribe to get the latest human-first thinking To hear more about what we are up to and the work we are doing, why not join our mailing list? Speed Summaries. Empathy-based Research Speed Summaries.
“Buy-ology” by Martin Lindstrom
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Buyology: Truth and Lies About Why We Buy and the New Science of Desire
This body of research is surely the biggest compilation of neuromarketing data ever, and the results are always fascinating and sometimes surprising. Here are just a few examples of what the Buyology researchers found:. Cigarette Health Warnings Stimulate Smoking. This applied not only to the rather subtle messages on US packaging, but even packages that included bold text and gruesome disease photos. None, zero, nada. The very warnings intended to reduce smoking might well be an effective marketing tool for Big Tobacco! Product Placements Almost Never Work.
books by martin lindstrom
Buyology is the subconscious processing of thoughts, feelings, and desires that ultimately drives purchasing decisions. As expressed in the quasi-forward, Lindstrom firmly believes in the power of neuromarketing. The more we know about why we fall prey to the tricks and tickets of advertising, the better we can prepare and defend ourselves against those tactics. Over the course of about three years, Lindstrom studied the power of unconscious advertising.