LIBRO BUYOLOGY MARTIN LINDSTROM PDF

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.

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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.

Looking not at what we report that we like, but what our brains respond most favorable to, instead.

Despite national and international bans on overt advertising, cigarettes have not died out. In fact, 10 million cigarettes are sold a minute around the globe. Even though there are warnings depicting the gruesome side effects of smoking printed right on the packaging, the habit has prevailed — and even grown considerably.

In fact, advertising bans have forced cigarette companies to come up with new and interesting ways in which to market to consumers, developing a system in which subliminal messaging creates connotations that smoking is still an okay thing to do. Unknown to many, our unconscious minds are a lot better at interpreting our behavior and consequently, what we decide to buy.

Much more than our conscious minds. So why are 8 in every 10 U. Think of car commercials — the same shiny car zips around the same tight turn, then spins up dust in the desert. The issue, then, is the level of effectiveness of the product placement. Unless the item in question is integral to the plot of the show, we easily forget that it even existed.

An example of product placement done right is the Friends episode that centers around a Pottery Barn coffee table — the table was integral to the plot of the episode, and so we were all able to pick it out. Did you know it cost the company millions to have that product placement — but even reruns of the episode makes them millions more? We want to be like the others — be popular, be perceived as attractive or funny — to be accepted. The concept of imitation is a huge deciding factor in why we buy the things we do.

As such, the future of advertising lives is mirror neurons. We want to simulate what we see — we want to be like the person in the ad who is popular and well liked. They invoke colors, sounds, and other physical actions. Also, they trigger our mirror neurons , which want to imitate and mirror what we see and perceive. But why do we purchase the same thing over and over again? Rituals, which are not entirely rational actions, and superstitions help us form emotional connections with brands and products.

Lindstrom details in chapter 5 how we wear the same jersey every time our favorite sports team is playin, or use the same face cream as our mothers did before us, and theirs before them. The superstition was formed in which an emotional connection was made in order to mirror the people we love, or the thing we love, or action that released happy chemicals into our brains. And so over and over again, we do the ritual to release that chemical into our brains — which creates a loyalty to a brand.

Like religions, successful companies and successful brands have created a clear and very power sense of mission. They have tied longstanding rituals and superstitions to their products, in order to create a sense of wanting, needing, or chemical-releasing pleasure. As we grow, we develop bookmarks in our brain, which later affect how we pick one product over another.

The release of the chemicals in our brains establishes connections, or sonic markets, that act as instant shortcuts, built from a lifetime of associations.

Advertising sells to our senses, creating a link between the association from our brains to the product itself. Lindstrom notes a fine line, however — too much stimulation creates oversaturation, which will lead to no memory retention of the product.

He notes that sounds and smells are more potent when it comes to recalling brands — and the evocation of the theme, that triggers those bookmarks, leads to more sales. Lindstrom takes chapter 9 to detail how what people claim to like and how they really feel are often polar opposites. It seems exclusivity has become more engaging and brain-triggering than warnings against harm.

You could have said you loved outlook or, at the time, hotmail and that you were never going to leave. But when Gmail first launched, it launched as an invite-only platform. So while you might have said you liked Hotmail better, your subconscious brain wanted that piece of exclusivity that Gmail offered.

An interesting correlation that Lindstrom presents in chapter 10 is sex in advertising. The suggestion of sex is prevalent. The converse of that is the implication of sexiness. Throughout the book, Martin Lindstrom proves time and time again that humans are, by nature, poor reporters of their own actions.

Visceral, visual pleasure ranks higher in terms of advertising tactics than anything else. I'm a Conversion Copywriter and Growth Consultant. My clients work with me to build and optimize their growth systems for customer acquisition and monetization.

Woods September 1, So, What Is Buyology? The Science Behind Buyology Over the course of about three years, Lindstrom studied the power of unconscious advertising. Take, for example, cigarettes Despite national and international bans on overt advertising, cigarettes have not died out. Unconscious Minds and Why We Buy We want to be like the others — be popular, be perceived as attractive or funny — to be accepted. Subliminal Advertising Subliminal advertising works chillingly well, Lindstrom relates.

Creatures of Habit Rituals, which are not entirely rational actions, and superstitions help us form emotional connections with brands and products. What We Like vs. What We Say We Like Lindstrom takes chapter 9 to detail how what people claim to like and how they really feel are often polar opposites.

Think about Gmail You could have said you loved outlook or, at the time, hotmail and that you were never going to leave. The Truth About Why We Buy Throughout the book, Martin Lindstrom proves time and time again that humans are, by nature, poor reporters of their own actions. About Samuel J.

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Buyology: How Everything We Believe About Why We Buy is Wrong

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.

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books by martin lindstrom

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