Anti-smoking campaigns unwittingly encourage people to smoke. Product placement in films rarely works. Many multi-million pound advertising campaigns are a complete waste of time. Subliminal advertising may have been banned but it's all around us. Our brains respond to brands in almost exactly the same way as they respond to religion. These are just a few of the findings of Martin Lindstrom's groundbreaking study of what really makes us, the consumers, tick. Convinced that there is a gulf between what we believe influences us and what actually does, he set up a highly ambitious research project that employed the very latest in brain-scanning technology and called on the services of some 2000 volunteers. Buyology shares the fruits of this research, revealing for the first time what actually goes on inside our heads when we see an advertisement, hear a marketing slogan, taste two rival brands of drink, or watch a programme sponsored by a major company. The conclusions are both startling and groundbreaking, showing the extent to which we deceive ourselves when we think we are making rational choices, and revealing factors as varied as childhood memories, religious belief, even our sense of smell, that come together to influence our decisions and shape our tastes.
Buyology
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Review
Lindstrom brings together a great many strands of research to build a fascinating case. The writing is snappy and the book s a page turner --BBC Focus November 2008
A must-have for those involved with marketing and advertising --ReFresh
A must-have for those involved with marketing and advertising --ReFresh
Review
'... thorough and persuasive ... rewarding reading not just for marketing professionals, but for anyone interested in the way we behave.'
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Most Helpful Customer Reviews
57 of 57 people found the following review helpful
Format:Paperback
buyology presents a few interesting insights, but mostly the narrative is marred by the authors irrelevant and boastful ego trip. Also - I find the book lacking in nuance. E.g. Lindstrom often reports that X has an effect on Y - but not how big an effect, and alternative explanations are not given much thought nor space.
Mostly the book fails because it does not tell us why we react in certain ways. In that respect the book simply shows us that brainscanning can tell us which advertising schemes works. But brainscanning can't tell us in advance how or why this works and that does not. Also the book lacks a discussion of how the brainscanning set-up is different from real-world advertising. E.g. It's all fine that mirror-neurons get credit for the ipod fad, but why only the ipod? Why not all other products?
A better book, with focus on the brain, would be A Mind of Its Own: How Your Brain Distorts and Deceives. Also The Political Brain: How We Make Up Our Minds Without Using Our Heads is highly reccommended.
Mostly the book fails because it does not tell us why we react in certain ways. In that respect the book simply shows us that brainscanning can tell us which advertising schemes works. But brainscanning can't tell us in advance how or why this works and that does not. Also the book lacks a discussion of how the brainscanning set-up is different from real-world advertising. E.g. It's all fine that mirror-neurons get credit for the ipod fad, but why only the ipod? Why not all other products?
A better book, with focus on the brain, would be A Mind of Its Own: How Your Brain Distorts and Deceives. Also The Political Brain: How We Make Up Our Minds Without Using Our Heads is highly reccommended.
70 of 71 people found the following review helpful
By J. Erlank
Format:Hardcover
This is a pretty lightweight book, and self-indulgent as well.
Most people will learn very little of interest that they probably don't already know. The possible exception to this is facts about the author himself, which are sprinkled throughout the text. Did you know he has an "extremely young, boyish-looking face"? Or that he has "raked-back blond hair"? Do you care?
So anyway, what I have learned is that we don't remember most of the advertisments we see; and we mostly buy stuff for irrational, unconscious or emotional reasons. And by scanning people's brains, you can see how different parts respond to brands and logos. This gives you a bit of insight into hard-to-explain human behaviour, such as smokers who smoke heavily despite the dire health warnings on cigarette packets.
Other amazing things I've learned include the fact that the smell of coffee makes you want to drink coffee.
As far as the book itself goes, Lindstrom fails to produce a decent narrative - it's just a jumble of loosely-connected facts, heaps and heaps of padding, repetition and irrelevant personal details. Plus I spotted a couple of dubious-looking "facts" which I easily found to be incorrect with a quick search of the web.
And as for the author himself - well, after a while he just comes across as egotistical, if not mildy delusional. He's just puffing up a few fairly obvious bits of science into a book he can use to promote his own personal brand.
Oh, and he claims to be responsible for egg yolks being bright yellow. I kid you not.
Most people will learn very little of interest that they probably don't already know. The possible exception to this is facts about the author himself, which are sprinkled throughout the text. Did you know he has an "extremely young, boyish-looking face"? Or that he has "raked-back blond hair"? Do you care?
So anyway, what I have learned is that we don't remember most of the advertisments we see; and we mostly buy stuff for irrational, unconscious or emotional reasons. And by scanning people's brains, you can see how different parts respond to brands and logos. This gives you a bit of insight into hard-to-explain human behaviour, such as smokers who smoke heavily despite the dire health warnings on cigarette packets.
Other amazing things I've learned include the fact that the smell of coffee makes you want to drink coffee.
As far as the book itself goes, Lindstrom fails to produce a decent narrative - it's just a jumble of loosely-connected facts, heaps and heaps of padding, repetition and irrelevant personal details. Plus I spotted a couple of dubious-looking "facts" which I easily found to be incorrect with a quick search of the web.
And as for the author himself - well, after a while he just comes across as egotistical, if not mildy delusional. He's just puffing up a few fairly obvious bits of science into a book he can use to promote his own personal brand.
Oh, and he claims to be responsible for egg yolks being bright yellow. I kid you not.
38 of 39 people found the following review helpful
By Martin
Format:Paperback
Like other bona fide readers of this book, I found it a strange mixture: it does have some interesting insights. But these are overshadowed by the vanity of the author. As well as a shocking sloppiness about facts: for example, one of the two scientific techniques used in the research that supposedly underpins this books is "S.S.T." What does SST actually stand for? Good question - in some parts of the book (e.g. the index) he says it stands for "Solid State Typography". Elsewhere is the book he says it stands for "Solid State Topography". (e.g. page 208). If he can't get even that right, it's difficult to trust him elsewhere.
Speaking of trust. I can't help notice that reviews on this site for this book fall into two camps: reviews like mine, which say the book is "okay but". There there are THIRTY reviews which give it a 5. All these reviews appear to be by reviewers who have reviewed no other book, and give this work one paragraph reviews that verge on the ecstatic: "Mind Blowing!" "Oh what a book!" "Perfectly written". I'm sorry, and I don't wish to offend anyone, but I find it difficult to believe that all these reviews are genuine.
If you're interested in the subject, worth buying -- but be prepared to skip the bits about what a genius the author is, and treat the book with caution -- as well as some of the reviews about it you can read here.
Speaking of trust. I can't help notice that reviews on this site for this book fall into two camps: reviews like mine, which say the book is "okay but". There there are THIRTY reviews which give it a 5. All these reviews appear to be by reviewers who have reviewed no other book, and give this work one paragraph reviews that verge on the ecstatic: "Mind Blowing!" "Oh what a book!" "Perfectly written". I'm sorry, and I don't wish to offend anyone, but I find it difficult to believe that all these reviews are genuine.
If you're interested in the subject, worth buying -- but be prepared to skip the bits about what a genius the author is, and treat the book with caution -- as well as some of the reviews about it you can read here.
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Most Recent Customer Reviews
5.0 out of 5 stars
Excellent
I use lots of the examples in classes that I teach on Retail understanding. Highly recommend. Gives a different insight into what makes people make purchase decisions.
Published 19 days ago by Mr Joe Metcalfe
5.0 out of 5 stars
Best book ever
If you work in Marketing or Sales, this is the bible!!! It's amazong, life changing.
Can change an entire advertising or marketing strategy!
Can change an entire advertising or marketing strategy!
Published 1 month ago by Flavia
5.0 out of 5 stars
Great.Easy reading.Useful.
Nice book,well written ,easy to read, good value, light, almost pocketsize,easy to carry with you,short chapters,not tiring,
useful information,marketing strategies and... Read more
useful information,marketing strategies and... Read more
Published 9 months ago by M. Locci
4.0 out of 5 stars
buyology
Great book.This book is definitely worth reading, will make you smarter customer, and migh help you win over shopping addiction.four stars
Published 11 months ago by sb
1.0 out of 5 stars
Feeble
Lots of people have covered it in sufficient detail so I won't over do it but this book is poor at best. Many examples of basic science coupled to highly dubious assertions. Read more
Published 12 months ago by JamesW
3.0 out of 5 stars
Entertaining read but leaving a sense of slight disappointment
The book is entertaining, lightly written and pretty fast to read. The thing is that I've set too big expectations after hearing the interview with the author. Read more
Published 19 months ago by MaggieWhy
4.0 out of 5 stars
Good book, interesting topic, not the best writer
This is a great book, and the subject matter is certainly fascinating, however I would recommend it only as a coffee table book or as something to dip in and out of rather than a... Read more
Published on 5 Mar 2011 by Sarah
1.0 out of 5 stars
Read the five-star reviews skeptically
The book starts with a foreward featuring the unusually critical "Like a Pre-Raphaelite painting there is a glow that emanates from Martin as if he was destined to be on stage. Read more
Published on 14 Jan 2011 by Daniel O'Connor
5.0 out of 5 stars
Mind blowing.
Very good research on brain scanning to interpret our behaviour as consumers. Opens a new way for times to come.
Published on 23 Nov 2010 by N. L. Pereira
1.0 out of 5 stars
Rubbish - avoid
A long string of anecdotes that demonstrates people do have a relationship with their purchases and the brands that are associated with them, and precious little else. Read more
Published on 5 Nov 2010 by Jezza
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