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Buyology: Truth and Lies About Why We Buy | [Martin Lindstrom]

Buyology: Truth and Lies About Why We Buy

Based on the single largest neuromarketing study ever conducted, Buyology reveals surprising truths about what attracts our attention and captures our dollars.
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Publisher's Summary

Based on the single largest neuromarketing study ever conducted, Buyology reveals surprising truths about what attracts our attention and captures our dollars. Among the long-held assumptions and myths Buyology confronts:
  • Sex doesn't sell - people in skimpy clothing and provocative poses don't persuade us to buy products.
  • Despite government bans, subliminal advertising is ubiquitous - from bars to supermarkets to highway billboards.
  • Color can be so iconic that the sight of the robin's egg blue of a certain famous jewelry brand significantly raises women's heart rates.
  • Companies shamelessly borrow from religion and ritual - like the ritual, made up by a bored American bartender, of drinking a Corona with a lime - to seduce our interest.
  • "Cool" brands, like iPods, trigger our mating instincts.

    The fact is, so much of what we thought we knew about why we buy is wrong. Drawing on a three-year, 7 million dollar, cutting-edge brain scan study of over 2000 people from around the world, marketing guru Martin Lindstrom's revelations will captivate anyone who's been seduced - or turned off - by marketer's relentless efforts to win our loyalty, our money and our minds.

    Packed with entertaining stories about how we respond to such well-known products and companies as Marlboro, Calvin Klein, Ford, and American Idol, Buyology is a fascinating tour into the mind of today's consumer.

    ©2008 Martin Lindstrom; (P)2008 Random House Audio

  • What Members Say

    Average Customer Rating

    3.7 (309 )
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    3.8 (76 )
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    Performance
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    •  
      Nathaniel T. Parsons Los Angeles, CA United States 09-09-13
      Nathaniel T. Parsons Los Angeles, CA United States 09-09-13 Member Since 2009

      ntucker@earthlink.net

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      "Thin"
      Would you try another book from Martin Lindstrom and/or Don Leslie?

      Probably not


      How would you have changed the story to make it more enjoyable?

      The book lacked focus. Lots of 2nd hand filler put in for unclear reasons. The core of the book is his own research results, but he draws conclusions that don't relate to the results he describes. The point of the book is that we are more manipulated than we thought... by people like him, I might add... but his own storytelling and essential purpose in telling us this is not clear... except to burnish his own brand as an expert, which seems to be the ultimate goal of the book. Meh.


      How did the narrator detract from the book?

      He was hammy. It gave the book the sense that it was a piece of entertainment rather than information.


      0 of 0 people found this review helpful
    •  
      Mary Louisville, KY, USA 02-17-13
      Mary Louisville, KY, USA 02-17-13 Member Since 2009
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      "Great for class"
      Any additional comments?

      If you have a paper due its a great listen. Also if you are at all interested in marketing.

      0 of 0 people found this review helpful
    •  
      Gerardo Austin, TX, United States 12-26-12
      Gerardo Austin, TX, United States 12-26-12 Member Since 2011

      Businessman, Technologist, Marketer. Loves to learn and enjoys books. Mostly nonfiction plus historic novels.

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      "Interesting but somewhat misleading"

      I started listening to this audiobook with much interest as I had high expectations.

      First, I don't like ate attitude of the author. He made it absolutely clear he travels all over the world giving presentatioons to thousands and thousands of people. In multiple parts he lists many of the cities he travels to. I found this to be useless self-promotion.

      The book is about studying the human brain under MRI bran scans to determine the effect of advertising on humans.

      There are a number of problems with this approach. First, the author confuses correlation with causation. He even confuses the impact in brain electrical activity when exposed to a logo with the power of brand in influencing purchase decisions.

      The second problem is that the human brain is not understood enough to make all these correlations. Even in this book, he talks about areas of the brain "associated" with certain feelings - clearly acknowledging there is an association, to a scientific exclusive relationship. The brain does not work like a control panel, sorry.

      The third problem is that the electrical neurocortex reactions someone has when exposed to an ad and when looking at a logomay have very limited to do with all the complex decision making processes that go in our brains when deciding what products to buy.

      Fourth, the experiments assume there is no impact on our brain by being observed inside an MRI equipment with cables attached to our head. There could very well be a bias (or it could not) but the author makes no mention of this.

      A much better book is Predictably Irrational, by Da Arielly, who makes conclusions based on sound real-world, unbiased observation rather than laboratory pseudo scientific experiments.

      0 of 0 people found this review helpful
    •  
      Juan Del Tlalpan, Mexico 05-24-12
      Juan Del Tlalpan, Mexico 05-24-12 Member Since 2011
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      "Excelente libro lo recomiendo"
      Where does Buyology rank among all the audiobooks you’ve listened to so far?

      Es uno de los mejores libros que he leído


      What was one of the most memorable moments of Buyology?

      Logra mostrarte información que no sabias y mantenerte interesado


      0 of 0 people found this review helpful
    •  
      Howard 03-05-12
      Howard 03-05-12 Member Since 2003
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      "A compelling listen - you can't click on 'stop'"
      Would you listen to Buyology again? Why?

      The information in this book is relevant to anyone who doesn't live in a cave. The marketers are out there trying to trick and intice us to look at their wares. Knowing that it's all a trick may help you avoid some purchases you don't really need and if nothing else, will help you select products and services based on their actual value and not what the marketers want you to believe.


      What was the most compelling aspect of this narrative?

      Examples of how we're manipulated come from everyday life. The author shows examples that really do relate to just about everyone. As the stories unfold, you find yourself riveted to the car seat (we were driving to Kentucky at the time) to see what was behind the smoke & mirrors.


      Any additional comments?

      I like to listen to books about psychology & behavior and I'd have to rate Buyology as one of the best I've purchased in my many years with Audible. I'm looking forward to listening to more of Lindstrom's work.

      0 of 0 people found this review helpful
    •  
      Bob H 11-06-11
      Bob H 11-06-11 Member Since 2009
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      "If you make a living selling anything at all"

      then this is an excellent and intelligent explanation as to why we do what we do. Informative from start to finish and an important read for anyone who does any kind of marketing at all

      0 of 0 people found this review helpful
    •  
      Klaus-M Schremser 09-08-09 Listener Since 2008
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      "Interesting new findings"

      interesting new information on buy behaviour of customers, some chapters are a little bit long, but new findings

      0 of 0 people found this review helpful
    •  
      Justin 07-08-09
      Justin 07-08-09 Member Since 2007
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      "Well worth the read and or ear power"

      I found this book to be very intriguing. It really peals back some of the mystery behind branding and the core of marketing techniques and methods. It gives excellent examples of the level of depth and extent to which companies will go to make us aware of their brands. It covers some shocking facts and figures of how profoundly today's society has been affected by brand marketing. One of my favorite points was the idea of brand recognition success by judging if an item passes the "smashable" test. If the product is broken into hundred parts would you still be a recognized it? (i.e. a Coke bottle or an iPod).

      I would highly recommend this book for anyone looking to further their knowledge of the science/art of marketing and branding.

      0 of 0 people found this review helpful
    •  
      Roy Beaumont, TX, United States 04-15-09
      Roy Beaumont, TX, United States 04-15-09 Member Since 2005
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      "Neuroscience of Marketing"

      Martin Lindstrom presents the research findings related to the neuroscience of marketing. He sheds light on what consumers do and why - which is often different from what they think they are doing and why. I would like to have Lindstrom speak at least some to the marketing of products which are harmful to the public. Will marketers ultimately be able to sell anything to anyone at anytime or is their a limit to what individuals will do in response to marketing? Are there ethical implications to what is being learned from neurscience and marketing? The issues are troublesome and Lindstrom is in a unique spot to inform us about the issue.

      0 of 0 people found this review helpful
    •  
      Eric D. Barstad Minnetonka, MN 11-06-08
      Eric D. Barstad Minnetonka, MN 11-06-08 Member Since 2008

      EricMtka

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      "Great listen!"

      Modern technology meets psychology.

      2 of 4 people found this review helpful
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