- Hardcover: 256 pages
- Publisher: Random House Business (28 Oct. 2008)
- Language: English
- ISBN-10: 1847940110
- ISBN-13: 978-1847940117
- Product Dimensions: 16.1 x 2.3 x 23.9 cm
- Average Customer Review: 3.3 out of 5 stars See all reviews (41 customer reviews)
- Amazon Bestsellers Rank: 317,907 in Books (See Top 100 in Books)
Buyology: How Everything We Believe About Why We Buy Is Wrong Hardcover – 28 Oct 2008
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More About the Author
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
'... thorough and persuasive ... rewarding reading not just for marketing professionals, but for anyone interested in the way we behave.'
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Top Customer Reviews
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.
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.
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.
If you're interested in marketing then by all means buy this book but be prepared to be bored at least half of the time.
Most Recent Customer Reviews
Great book with excellent insights into the human brain. If you read one book on branding and consumer behaviour, make sure it is this one. Read morePublished 26 days ago by P. Soren
Great insight, well written. Good reference for my dissertation.Published 3 months ago by missy lee
A good book, but more of an overview of his studies rather than any in-depth insight or actual technical information. Read morePublished 14 months ago by STEVEN THOMPSON
Highly Recommended Read :)
Very interesting to gain an understanding of the things that go on in consumer's brains :)
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. Read morePublished 22 months ago by Diggy
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