Buyology

Truth and Lies about Why We Buy

By Martin Lindstrom; Paco Underhill (Foreword by)
(Broadway Business, Paperback, 9780385523899, 254pp.)

Publication Date: February 2, 2010

List Price: $15.00*
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Description
How much do we know about why we buy? What truly influences our decisions in today's message-cluttered world? An eye-grabbing advertisement, a catchy slogan, an infectious jingle? Or do our buying decisions take place below the surface, so deep within our subconscious minds, we're barely aware of them?
In BUYOLOGY, Lindstrom, who was voted one of Time Magazine's most influential people of 2009, presents the astonishing findings from his groundbreaking, three-year, seven-million-dollar neuromarketing study, a cutting-edge experiment that peered inside the brains of 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. His startling results shatter much of what we have long believed about what seduces our interest and drives us to buy. Among the questions he explores:
Does sex actually sell? To what extent do people in skimpy clothing and suggestive poses persuade us to buy products?
Despite government bans, does subliminal advertising still surround us - from bars to highway billboards to supermarket shelves?
Can "Cool" brands, like iPods, trigger our mating instincts?
Can other senses - smell, touch, and sound - be so powerful as to physically arouse us when we see a product?
Do companies copy fromthe world ofreligion and create rituals - like drinking a Corona with a lime - to capture our hard-earned dollars?
Filled with entertaining inside stories about how we respond to such well-known brands as Marlboro, Nokia, Calvin Klein, Ford, and American Idol, BUYOLOGY is a fascinating and shocking journey into the mind of today's consumer that will captivate anyone who's been seduced - or turned off - by marketers' relentless attempts to win our loyalty, our money, and our minds.



About the Author
Martin Lindstrom is a "New York Times" and "Wall Street Journal" bestselling author, the CEO and Chairman of the Lindstrom company and the Chairman of Buyology, Inc. (New York) and BRAND Sense agency (London). In 2009, he was recognised by "Time" magazine as one of the world's most influential people. Lindstrom is an advisor to Fortune 100 companies including the McDonald's Corporation, Nestle, American Express, Microsoft Corporation, The Walt Disney Company and GlaxoSmithKline.

Lindstrom speaks to a global audience of close to a million people every year. He has been featured in "Wall Street Journal", "Newsweek", "Time", "The Economist", "New York Times", "BusinessWeek", and "The Washington Post "and featured on NBC's "Today" show, ABC News, CNN, CBS, Bloomberg, FOX, Discovery and BBC. His book, "BRAND sense", was acclaimed by the "Wall Street Journal" as one of the five best marketing books ever published.

His more recent book "Buyology" was voted "pick of the year" by "USA Today" and reached 10 out of the top 10 best-seller lists in the U.S. and worldwide during 2008 and 2009. His five books on branding have been translated into more than thirty languages and published in more than 60 countries worldwide. Visit MartinLindstrom.com to learn more.

Paco Underhill is the founder and CEO of Envirosell, Inc. His clients include Microsoft, McDonald's, adidas, and Estee Lauder. He is a regular contributor to "The Wall Street Journal" and "The New York Times". He lives in New York City.
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