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Truth And Lies About Why We Buy
Updated
Broadway Business
February 2010
On Sale: February 2, 2010
272 pages ISBN: 0385523890 EAN: 9780385523899 Paperback
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Non-Fiction
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, 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 the
questions he explores: Does sex actually sell? To what extent do people in skimpy clothing and suggestive
poses persuade us to buy products? Despite government bans, does subliminal advertising still
surround us – from bars to highway billboards to supermarket
shelves? Can "Cool" brands, like iPods, trigger our mating instincts? Can other senses – smell, touch, and sound - be so powerful
as to physically arouse us when we see a product? Do companies 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.
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