Buyology: Truth and Lies About Why We Buy Kindle Edition

Essentially, we rarely have any rational control over why we buy some products and not others. This is because our brain subconsciously chooses for us. Traditional marketing methods no longer work in our society and the reasons we think we buy are very deceptive. Martin Lindstrom’s, author of Buyology – Truth and Lies About Why We Buy, main objective is how neuromarketing will change marketing strategies in the future and help us understand the science behind why we buy in relation to the goal of marketers. The main thesis of Lindstrom is expressed in how everything customers believe about why we buy is wrong. Traditional market research, which according to Lindstrom consists of people being directly asked why they made a particular purchase decision, is limited if not completely useless, because in most cases people simply don't know, or are not aware of what drives their purchases. Neuro-marketing is Lindstrom's answer and his novel certainly goes a long way towards testing his ideas, some common sense and some controversial. As a result, Lindstrom’s key arguments are put together as a series of experiments to prove, disprove, or explore theories revolving around what drives customers to buy or not to buy. Product placement doesn’t work because we have to be emotionally engaged in what we see. Product integration, however, does work to an extent if it is continuously brought up, focused on and emphasized subtly. We can especially see this in the real world through visual advertising. Apparently, people remembered 2.21 ads in 2007 (pg.38). Ultimately, ads are so repetitive that our brains block it out. People no longer watch or listen to them, it is simply a break between television shows and movies. Companies are now turning to product integration within media and entertainment in order to involve their products in television and music. Subliminal messaging is everywhere and still highly effective. However, the effectiveness of a company’s logo is dying and the future lies in mirror neurons and logo-free advertising. Lindstrom pushes the idea that logos can even reduce sales of a product for being too loud, causing the customer to mentally shut it out. This phenomenon is called “unconscious emotion” (pg.76). Our brains can remember and recall a visual or brand even before we have consciously realized what it is. Therefore, our brain decides we will buy something before we have even made the conscious decision to do so. For example, the company Marlboro uses everyday objects and styles, such as color schemes and similar symbols, in order to represent the appearance of a Marlboro ad/environment without flaunting their logo. We only need a visual image that reminds us of a product/brand for it to register in our brains and cause a reaction. There is also a link between brands and rituals that exist along with an emotional attachment that stimulates us to buy. Rituals are common within our fast-paced society in an attempt for us to gain some control over our lives. Rituals within products give an “illusion of comfort and belonging” (pg.99). Customers also have a sense of loyalty to a preferred brand, similar to a religious feeling, for products such as shampoo, coffee, and cookies which encourages them to keep buying a specific product. For instance, Nabisco, the parent company who manufactures Oreo cookies, partnered with the “Got Milk?” campaign. This marketing strategy enables customers to associate a brand with a nationwide ritual of dipping Oreos into milk. This creates a sense of familiarity and unity, which ultimately furthers their sales. Living in an overwhelming advertising world of advanced technology, we are highly over stimulated. This causes us to shut down part of our brain to protect it from the immense amount of advertisements. In Lindstrom’s experiment, he found that visual stimulation is more effective if combined with sounds and smell for a more complete experience of the product. He exposed the qualities of using multiple senses to improve a product’s “sensory brand” (pg.143). While sight is the most commonly used sense in marketing, sounds and smell can be far more effective for reaching customers– particularly when paired with visual elements. Color is also very powerful in connecting customers visually with a logo or brand because it can increase chances of recognition by 80%. The discussion the author presents to support his discoveries along with real life examples are very insightful. The sections of his book on sensory branding I thought were most applicable to the real world. Many readers will be shocked by the fact that a logo is not an important aspect of the brand, rather our smell and sound associations can have a much stronger effect, but only if we are unaware of being advertised to. Another really interesting result a study came up with was that viewing cigarette advertising with morbid warnings wasn't an effective strategy toward smoking prevention. Experiment results indicated that when shown multiple images of cigarette packet health warnings, a “craving spot” within subjects’ brain was actually stimulated (pg.14). This experiment, despite almost all subjects claiming they were affected by the health warnings, produced results which suggested they weren’t. The warnings apparently had no effect on discouraging people from smoking; instead it increased their desire to. This 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 as ten million cigarettes are sold every minute. We may think we understand why we buy, but looking closely at our brain suggests very differently. However, Lindstrom doesn't generally explore possible interpretations for his findings. Whenever his hypotheses were confirmed, Lindstrom seemed content and only occasionally attempted to explain why it might be so. He also never includes the measures of actual behavior, being satisfied with only measuring the brain activity and asking various standard market research questions. The main problem I found with Lindstrom’s ground-breaking claims were that the results created a hype that the book fails to satisfy. Despite all the valuable information, he never explained how we could apply his theories to ourselves and the world around us. Even though it is not as ground breaking as it claims to be, I recommend that it is definitely still worth picking up, whether you are a market researcher, advertiser or a general reader interested in neuro-marketing. In conclusion, what I have learned from this book is that we are irrational buyers when it comes to shopping. This is because the emotions triggered in our subconscious mind make up 90% of our purchase decisions compared to the 10% that is associated with our conscious rational brain (pg.195). Therefore, people can’t often explain why we prefer a particular brand for purses, sneakers, or electronic devices beyond stating the obvious attributes. Learning to become more aware of how unconscious desires motivate our buying behavior will become an important marketing tool and Buyology can certainly help in gaining such awareness. Although there is still much to discover about the science behind why we buy - neuroscience is leading the way.

"Buyology: Truth and Lies about Why we Buy" by Mark Lindstrom is an eye opening look at the future of advertising and one's own subconscious. Lindstrom was driven to find out why people chose Corona over Budweiser or McDonald's over Wendy's. That is he wanted to know what was a consumer's "buy button" that persuaded them to buy one brand over another. The book overturns consumers' and even professional advertisers' convictions about the effects of advertising and the reasoning behind the choices people make. Lindstrom does all of this through the use of brain scanning technology such as fMRI machines to gaze into consumers' impulses and hidden desires that they may be unwilling to or unknowingly unable to voice. By looking at an fMRI scan of a consumer's brain, it allows scientists to see what parts of the brain a visual image they are looking at and/or decision they are making activates. This then allows science, not personal confessions, to reveal the "naked truth" about consumer behavior. Lindstrom calls the marketing practice that uses the fMRI technology to reveal consumer behavior "neuromarketing" and says that the key to understanding consumer behavior is to unlock what he calls "buyology" or the subconscious drivers of people's purchasing decisions. Naturally, such power to unlock what motivates people to purchase a certain brand name or even to vote on a candidate is often approached with apprehension by the general public, if not disdain. Lindstrom, however, sees neuromarketing and the realities it reveals as a way for people to have more control, not less, because they too will understand why they would rather buy a Tiffany & Co. ring that comes in the iconic light blue box over the same ring at a lesser known store. He argues that now consumers can be more in tune about how advertisers might be targeting their "buy button." Lindstrom acknowledges the ability of companies to unethically use such revealing information about people's behavior but he also says that it gives companies a chance to bring more products and services to the market that better serve the public's needs and wants. Some of the areas that Lindstrom explores in his three year, seven million dollar neuromarketing research project is the effects and prevalence of subliminal advertising, how powerful are brand logos in reality, and does sex in advertising really work. A classic example that Lindstrom gives about how consumers are not good at reporting how they really behave or feel is the study he did on the effects of cigarette health warning labels. The fMRI scans on a group of smokers showed that cigarette warning labels activated the nucleus accumbens, the part of the brain that lights up when people are craving something. This meant that not only did the health warning labels not deter smokers it actually encouraged them to light up a cigarette. Most smokers who were tested said that yes warning labels did work and that they were concerned about the negative health consequences. Yet, it turns out that the very thing that was supposed to reduce lung cancer and curb smoking, warning labels, is actually an enormously free and affective marketing tool for the tobacco companies. Lindstrom further points out that people's brains are constantly flooded with information, most of which never makes it into our long-term memory and is simply discarded as superfluous. This process is ongoing and unconscious to the consumer. This is why product placement he says is a waste of company money. Unless the product has a fundamental part in the storyline, viewers simply tune out all the rest. With eight out of ten new products failing within the first three months, traditional advertising techniques are not working. Lindstrom accurately realizes the importance of science research in revealing the truth about what drives and influences consumers. He says, "Marketers and advertisers... have spent over a century throwing spaghetti at the wall and hoping it will stick." On the other hand, Lindstrom and companies are now taking a more scientific approach that he calls neuromarketing to take out much of the guessing game in advertising. Though he acknowledges that neuromarketing cannot pinpoint exactly what triggers a consumer's "buy button," he hopes it will predict trends that will change the course of future commerce. Whether readers doubt that fMRI types of technology and neuromarketing can really reveal what drives consumer behavior or they fear its power will be unethically wielded, it is still an interesting transition in the field of advertising. The same technology used to detect cancer and psychological disorders is now being used to test the ability of company logos and religion to sway people's buying habits. This book is a necessity for anyone involved in the marketing business or whose company is spending millions of dollars on advertising every year. However, one of the main advantages of "Buyology" is the book's ability to appeal to a wider audience. In order to be interested, enjoy, and learn something from the book, one does not have to be working at an advertising agency or be a marketing major. One simply needs to be a consumer. The science backing Lindstrom claims is sparse and presented in a way that anyone can understand. Also, while Lindstrom's long successful career as a marketing professional left him with a plethora of interesting experiences and insights to relay to his audience, his extensive use of anecdotes almost overshadows the science behind "buyology." Even though the book leaves some desire as to the scientific methodologies that would lend credit to his hypothesis, Lindstrom's life simulating examples to explain the implications and results of his experiments do make for an easy and captivating read that resonates with anyone who has ever watched a commercial or stepped into a store. Overall, this book is for anyone curious about the underpinning for doing what it is they do every day, make decisions and consume.

Title sums it up

In fact - pretty much everything people, who have been involved more than superficially in branding and marketing think about how people buy, is confirmed as right by the book.The idea of neuromarketing is definitely appealing and the process of supplanting relatively basic survey type attitudinal research with a version of the approaches the author suggests (fMRI / SSL) is definitely valid and much to be recommended. Some of the insights so derived at the beginning of the book are pretty interesting.Unfortunately the author does not dwell on how to apply th methods or go into sufficient detail on that part but launches into several 'myth-busting' episodes, which show more the author's lack of knowledge of the state of knowledge in psychology and consumer behaviour than that readers have unfounded preconceptions.The author confounds the problem by first claiming how all survey based attitudinal research is largely useless and then proceeds to use only this type of data for several of the chapters to prove points later on in the book (for instance on the selling power of sex). I am not per se disagreeing with the conclusion that sex does not sell but the way this conclusion was reached was relatively dubious.At the end of the day this is more about being a promotional tool for the author as a guru and his consulting services than it is a real scholarly or deeply insightful book. In addition to some interesting parts early on, I see the main benefit of it as a tool for nudging some dinosaurs still present in marketing departments to start thinking in the right direction - i.e. towards using proven tools that actually work, rather than tools that have always been used 'around here'.There are some aspects of the book, which are particularly galling and which made me lower my rating from an otherwise possible 3 to 2 stars. First of all, the author seems largely blissfully unaware of research efforts predating him. Looking at something as old as Ogilvy's  Confessions of an Advertising Man  a lot of the same principles were known even back in 1962 - not from neuromarketing, for sure, but from direct marketing, where response to campaign stimuli could be measured directly and easily even back then. A lot of biases and heuritics described herein can be read about in much more detail (and more correctly) in something like  Choices, Values, and Frames . The list goes on and on. Ignoring all the preceding research, which shows the same points and with ample empyrical evidence to back it up and claiming that the author was the first one to join the scientific method and marketing is laughable and simply detracts from the author's credibility.On top of that he often gets caught in his own gurudom to the extent where judgements are passed without any justification, just because he finds them intuitively appealing (examples such as the tyre industry one have demonstrably been proven in research to be wrong). And then there is the general level of sloppiness creeping in, unbefitting to a brand expert - Toyota Scion anyone? Energizer bunny being unique (how about the practically identical, down to the colour, Duracell bunny) and many others. Confessions of an Advertising ManChoices, Values, and Frames

This is utterly fantastic. I am fascinated with the psychology behind buying, shopping and design of stores, and this book absolutely quenches my thirst for more knowledge on the subject. I've even managed to get my family to read this book, and they love it too!It's great, easy to read and not too daunting like other text books can be on this matter. It is not theory based, rather written with the intent of educating everyone (rather than a tool for students).

The subhead is a perfect example of the bold claims made in this book which are backed up by illogical conclusions and assumptions or are contradicted by the evidence presented. That said if you can put them to one side then there are some nuggets of gold to be found. Or as the book might say "Nuggets of gold are scattered across every page of this seminal, groundbreaking book."

This was a good, interesting and readable book, though somewhat superseded by his later book Brandwashed. If you're going to want a fuller picture then read this one of the two first. It's an interesting and easy read. I am not really able to comment on the quality of the science or whether it was fully peer-reviewed and/or replicated.

A good book, but more of an overview of his studies rather than any in-depth insight or actual technical information. It#'s quite feelgood, quite useful, quite interesting but not enough of any of these to be rated any higher. It's a shame, because it could have delivered so much more.