Buyology - Truth and Lies About Why We Buy
Encyclopedia
Buyology – Truth and Lies About Why We Buy (2008) is a bestselling book by Martin Lindstrom
, in which he analyzes what makes people buy. The author attempts to identify the factors that influence buyers' decisions in a world cluttered with messages such advertisements, slogan
s, jingle
and celebrity endorsements. Lindstrom, through a study of the human psyche, explains the subconscious mind and its role in deciding what the buyer will buy. Lindstrom debunks some myths about advertising and promotion. TIME magazine named Lindstrom as one of the world's 100 most influential people because of his book.
study on 2,081 people to identify the effect of brands, logos, commercials
, advertisements and products on them. The study was funded by seven corporations, including GlaxoSmithKline
, Hakuhodo
, Fremantle
- and Martin Lindstrom
. The study evaluates the effectiveness the effectiveness of logos, product placement
and subliminal advertising, the influence of our senses and the correlation between religion
and branding
.
Martin Lindstrom
Martin Lindstrom is an author and Time Magazine Influential 100 Honoree. Lindstrom's books include Buyology - Truth and Lies About Why We Buy and Brandwashed - Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy , his first title written for consumers, for which Lindstrom...
, in which he analyzes what makes people buy. The author attempts to identify the factors that influence buyers' decisions in a world cluttered with messages such advertisements, slogan
Slogan
A slogan is a memorable motto or phrase used in a political, commercial, religious and other context as a repetitive expression of an idea or purpose. The word slogan is derived from slogorn which was an Anglicisation of the Scottish Gaelic sluagh-ghairm . Slogans vary from the written and the...
s, jingle
Jingle
A jingle is a short tune used in advertising and for other commercial uses. The jingle contains one or more hooks and lyrics that explicitly promote the product being advertised, usually through the use of one or more advertising slogans. Ad buyers use jingles in radio and television...
and celebrity endorsements. Lindstrom, through a study of the human psyche, explains the subconscious mind and its role in deciding what the buyer will buy. Lindstrom debunks some myths about advertising and promotion. TIME magazine named Lindstrom as one of the world's 100 most influential people because of his book.
Content
Buyology is claimed to be a result of the author’s three year neuromarketingNeuromarketing
Neuromarketing is a new field of marketing that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli. Researchers use technologies such as functional magnetic resonance imaging to measure changes in activity in parts of the brain, electroencephalography and...
study on 2,081 people to identify the effect of brands, logos, commercials
Television advertisement
A television advertisement or television commercial, often just commercial, advert, ad, or ad-film – is a span of television programming produced and paid for by an organization that conveys a message, typically one intended to market a product...
, advertisements and products on them. The study was funded by seven corporations, including GlaxoSmithKline
GlaxoSmithKline
GlaxoSmithKline plc is a global pharmaceutical, biologics, vaccines and consumer healthcare company headquartered in London, United Kingdom...
, Hakuhodo
Hakuhodo
is Japan's second largest advertising agency, with gross sales of approximately 700 hundred million yen. It has its headquarters at Akasaka Biz Tower in Akasaka, Minato, Tokyo....
, Fremantle
FremantleMedia
FremantleMedia, Ltd. is the content and production division of Bertelsmann's RTL Group, Europe's second largest TV, radio, and production company...
- and Martin Lindstrom
Martin Lindstrom
Martin Lindstrom is an author and Time Magazine Influential 100 Honoree. Lindstrom's books include Buyology - Truth and Lies About Why We Buy and Brandwashed - Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy , his first title written for consumers, for which Lindstrom...
. The study evaluates the effectiveness the effectiveness of logos, product placement
Product placement
Product placement, or embedded marketing, is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, music videos, the story line of television shows, or news programs. The product placement is often not disclosed at the time that the...
and subliminal advertising, the influence of our senses and the correlation between religion
Religion
Religion is a collection of cultural systems, belief systems, and worldviews that establishes symbols that relate humanity to spirituality and, sometimes, to moral values. Many religions have narratives, symbols, traditions and sacred histories that are intended to give meaning to life or to...
and branding
Brand management
Brand management is the application of marketing techniques to a specific product, product line, or brand.The discipline of brand management was started at Procter & Gamble as a result of a famous memo by Neil H...
.