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Truth and Lies About Why We Buy
Doubleday
November 2008
On Sale: October 21, 2008
256 pages
ISBN: 0385523882
EAN: 9780385523882
Hardcover
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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 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. Includes a foreword by Paco Underhill.
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