Has Buyology by Martin Lindstrom been sitting on your reading list? Pick up the key ideas in the book with this quick summary. What was your last big purchase? Do you remember why you bought it? Why you chose that particular brand over the others? How rational was your decision-making process?
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In a Nutshell. Fundamentally we rarely have rational control over why we buy some products and not others: our brain subconsciously chooses for us.
Traditional marketing methods no longer work and the reasons we think we buy are deceptive. Product Integration, however, does work to an extent — if continuously brought up, focused on and emphasized subtly. Also if only competing against a few others. This causes us to shut-down part of our brains to protect it from the onslaught of advertisements. Thus visual stimulation alone in marketing is not enough; the combination of senses sight, sound, and smells is the most effective, although the senses must compliment or they are received negatively.
Lindstrom claims that market research is nothing but unreliable and misleading. As a result the book is set out in a series of experiments conducted to prove, disprove or explore theories surrounding what drives consumers to buy or not to buy. The brain is deceptive. The warnings apparently had no effect on putting people off smoking, instead increased their desire to. This, the first of a series of examples, demonstrates that what we say we think or feel, is often not mirrored by our brain.
Apparently the billions spent on health campaigns are actually helping the tobacco industry — 10 million cigarettes are sold every minute. We may think we understand why we buy but looking closely at our brain suggests very differently. Emotions cloud or decisions whether consciously or subconsciously. By this was down to only 2. Ultimately, our brains are so oversaturated by advertising that we block it. Cingular are mentioned each time callers call in to vote for their favourite contestant and Ford are the sponsoring brand features in ads during the break.
Each of the volunteers were shown a sequence of 20 product-logos which included Coke, Cingular and Ford before and after having watched an episode of American Idol and an episode of another unrelated show to act as a control. Whilst wired up to the SST brain scan their brain activities were measured throughout. The results Results showed that after having watched American Idol, the brands featured were remembered afterwards and served to inhibit memory of the other brands.
The experiment Elderly people 60 — 85 years old split into 2 groups were given a computer game to play.
During this, one group had a series of positive words e. The experiment Subjects were exposed to a millisecond image of either a smiley face or an unhappy face before pouring and paying for a drink.
The result Those who viewed the happier face poured more drink and were willing to pay almost twice as much for the drink as those who saw the unhappy face. If an ad is understated, we let our guard down, and it might just have an impact. To counter this, for e. Consumers have a sense of loyalty to a preferred brand, similar to a religious affinity, for products such as shampoo and coffee, or a biscuit, which encourages them to keep buying.
For consumers to associate a brand with a nationwide ritual, this brings with it a sense of familiarity and unity — hence keeping sales going. The experiment Fifteen nuns used in a brain scan test were asked to relive their most profound religious experience whilst scientists monitored which part of the brain was engaged in activity.
They were then asked to relive an emotional experience had with another human being, and the part of the brain involved was also examined. The result An entirely different area of the brain shows activity when a religious scenario is imagined to when an emotional encounter with another person is thought of.
It was however the brands which showed the most activity in the decision making area of the brain, more so than the sports images. This makes sense as when subjected to products, we have to make choices as to whether or not we will buy them. Other companies have also begun incorporating traits of religion and mystery into their products, e. Once the supplies ran out, the brand was reprinted without this X9 Factor. The result was thousands of complaints, sales decreased and, despite none of the customers knowing what the Factor X9 was, some claimed the shampoo no longer worked!
These logos are universal, and evoke powerful associations with the companies they represent, with consumers instantaneously knowing exactly what the logo stands for. Visual images are most effective if combined with sounds and smell for a more complete experience of the product. Examples of fragrances used already are — Honeydew Melon in Samsung to encourage electronic purchases — Meadow Grass in British Airways Business Lounge to simulate pleasant environment.
Uses of sound within the market — type of music played in supermarkets can determine type of produce bought e. Our senses are the most powerful tools we have to determine what we feel about a product, use of sight, sound and smells together will revolutionise advertising in the future.
The experiment A brain scan was conducted in which subjects were shown a slideshow composed of 4 different product categories: airlines, mobile phones, software and images of London city. Along with this, a selection of signature sounds associated to the four categories were selected e. Images unrelated to the sounds were also shown to act as controls. The sounds were played in a 10 minute series alone, followed by the images alone and then slides where a sound was played along with the image displayed.
This sequence was repeated 5 times with the participants scoring from what their preferences were between sound, image or sound and image together. The results We can recall what we see and hear much better if our sight and hearing are stimulated at the same time compared with when they are working alone. Brain activity increases, suggesting we are paying more attention, when both sight and sound is stimulated.
Therefore, if a well known logo is coupled with a familiar theme tune, the consumer will be much more likely to notice and remember the product. Colour is very powerful in connecting consumers visually with a logo or brand.
Neuromarketing could be the solution to this as neuromarketing could help to determine how successful a brand will be. The experiment 4 groups of 50 men and women representing the general demographics of the US population were used in the SST brain scan.
The SST scans, however, showed results that mirrored the relative successes of each show. When it came to the highly visual, multicoloured, action-packed, loud, exhausting, TV show Quizmania on paper, the majority of the subjects hated the show and voted it the one they were least likely to ever watch it again. The experiment 60 participants were divided into 2 groups, two of which watched an episode of Sex and the City where the characters discussed their sexual prowess, and the other two groups watched an episode of Malcolm in the Middle.
Then, one group from each category SATC and MITM watched adverts which were sexually suggestive and the remaining two groups watched advertisements containing no sexual connotations. The aim being to see whether sex helps consumers remember a product. Evidently, the sexual innuendo stole their attention away from what the advert was trying to sell.
The subjects were asked to mouse-click the area of the ad which first caught their gaze, indicating which part of it stood out the most. Only 9. Sexual content in advertisements therefore was considered to have diverted their attention away from the product in question.
In women the figures are similar, only Lindstrom claims that in this era, sex is so accessible and over-commercialised that it has lost its shock-value. These nerves in our brains are responsible for the feeling we get when we relate to something we are seeing or thinking about e.
Trends are set due to mirror neurons such as the iPod, everyone else has one — I want one. Dopamine is a chemical released in our brains which makes us feel a surge of happiness. This chemical is often released whilst shopping, making us feel good about purchasing a product that we see and are automatically drawn to, regardless of whether we can afford it. Seeing diamonds in the window will release dopamine as we like what we see and increase the chances of us buying it.
All products in the future will be branded using brain scans prior to introducing them to the market but this will be initially very expensive and time consuming. Despite the cost, companies are already using neuromarketing e.
Finally, there is, as yet, still much to discover about the science behind why we buy — and neuroscience is leading the way. So nice to discover someone with some genuine thoughts on this topic. This site is something that is required on the internet, someone with a little originality! You are commenting using your WordPress.
You are commenting using your Google account. You are commenting using your Twitter account. You are commenting using your Facebook account. Notify me of new comments via email. Notify me of new posts via email. Ignition Blog. Skip to content. Home About. Summary of Buy. Book Summary Lindstrom claims that market research is nothing but unreliable and misleading. Things to think about: How accurate are these fRMI scans? The slightest of movement, or mind wandering will affect the result.
Likewise is he too dogmatic in his conclusions? Share this: Twitter Facebook. Like this: Like Loading This entry was posted in Behavioural Economics , Brands. Bookmark the permalink. May 11, at am. Thanks for posting such a thorough, thoughtful summary. May 27, at am.
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Buyology – Truth and Lies About Why We Buy
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.
Buyology Summary and Review
Read in: 4 minutes Favorite quote from the author:. Think back and try to remember why you bought it. Was it because, in your rational thinking, that was the best option? Or do you feel loyal to a particular brand? It often comes down to more of a gut feeling rather than actually weighing out the pros and cons of a purchase. Why does this happen? And what do companies know about us that they use to get us to buy their stuff?
Buyology: Summary & Review
Do these images deter you? Update — recent studies revealed that the gory images DO help people to stop smoking. So I guess the field of neuromarketing is constantly evolving too! An example of a fMRI machine source of image. Let us begin with visual advertising. Most ads are so overwrought that our brains literally shut down and block these images. Apparently, only 2.
In Buyology brand consultant and author Martin Lindstrom introduces and explains the emerging field of neuromarketing. In a nutshell, the fMRI measures the amount of oxygenated blood in the brain, giving us a hint over which area of the brain gets activated. Martin Lindstrom talks about the famous blind experiment in which Pepsi was rated as tastier than Coke. The reason why Coca-Cola still outsells Pepsi is that people want to like Coke more. More often than not, the emotional side of the brain won out.