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Buyology: Truth and Lies About Why We Buy eBook Kindle

1.0 de 5 estrelas 1 avaliação de cliente

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Número de páginas: 256 páginas Dicas de vocabulário: Habilitado Configuração de fonte: Habilitado
Page Flip: Habilitado Idioma: Inglês

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Descrições do Produto

Descrição do produto

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 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 from the world of religion 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.

Contracapa

Why did so many people who took the 'Pepsi challenge' say they preferred Pepsi only to carry on buying Coca-Cola?
Why do the majority of anti-smoking campaigns inadvertently encourage people to smoke?
Why does the scent of melons help sell electronic products?

If you're bewildered by these questions, then Buyology will make everything clear. Written by one of the world's top branding gurus, and drawing on state-of-the-art research, it shows why we don't always buy things for the reasons we think we do.

'A fascinating look at how consumers perceive logos, ads, commercials, brands, and products.' Time

'A page-turner' Newsweek

'Continuously thought-provoking' Management Today

Detalhes do produto

  • Formato: eBook Kindle
  • Tamanho do arquivo: 549 KB
  • Número de páginas: 241 páginas
  • Editora: Crown Business; Edição: 1st (14 de outubro de 2008)
  • Vendido por: Amazon Servicos de Varejo do Brasil Ltda
  • Idioma: Inglês
  • ASIN: B001FA0VWG
  • Leitura de texto: Não habilitado
  • X-Ray:
  • Dicas de vocabulário: Habilitado
  • Leitor de tela: Compatível
  • Configuração de fonte: Habilitado
  • Avaliação média: 1.0 de 5 estrelas 1 avaliação de cliente
  • Lista de mais vendidos da Amazon: #85,223 entre os mais vendidos na Loja Kindle (Conheça os 100 mais vendidos na Loja Kindle)

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Formato: eBook Kindle Compra verificada
Fiquei muito decepcionado com o livro. Trabalho com marketing há mais de 20 anos, alguns colegas meus teceram elogios fantásticos em relação a palestras que tinham assistido sobre o livro. Decidi ler , buscando um novo caminho para o marketing. Li e reli o livro para ver se eu tinha deixado passar alguma informação importante. As vezes é preciso ter coragem de dizer a própria opinião . Este livro é muito fraco. Faz correlações irrelevantes e muitas vezes ofende a inteligência do leitor. Espero que o Neuromarketing seja mais que isto!
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Avaliações mais úteis de consumidores na Amazon.com (beta) (Pode incluir avaliações do Programa de Recompensas para Primeiros Avaliadores)

Amazon.com: 3.7 de 5 estrelas 276 avaliações
Esta avaliação foi considerada útil por 3 de 3 pessoa(s):
4.0 de 5 estrelas is limited if not completely useless, because in most cases people simply don't know 3 de março de 2017
Por Amazon Customer - Publicada na Amazon.com
Formato: Capa comum Compra verificada
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.
Esta avaliação foi considerada útil por 4 de 4 pessoa(s):
2.0 de 5 estrelas I also did not enjoy the tone of the narrator throughout the book - ... 5 de junho de 2015
Por TradeIsLife - Publicada na Amazon.com
Formato: CD de áudio Compra verificada
As many others have already mentioned, this book is light on content and heavy on self-promotion. I also did not enjoy the tone of the narrator throughout the book - this is personal taste, but his reading felt a bit too dramatic and at times the tone appeared smug which further accentuated the self-promotion aspect of this book. Was it an interesting read overall? Yes. Would I buy this book for a friend? Probably not.
4.0 de 5 estrelas INTERESTING! 23 de novembro de 2016
Por Vienna Sicard - Publicada na Amazon.com
Formato: Capa comum Compra verificada
It does, in a way, advertise other companies like some comments have said but the book in itself is attention grabbing. He talks about the experiments and the results and how companies try to market to the consumer in a variety of ways. It is interesting because it offers a new perspective on how you are being manipulated as a consumer. Do not expect this book to teach you how to run a business or to give you an in depth analysis of what each company does and what each product/ad attempts to do to you. If you want thorough analysis to teach you every trick there is, I suggest for you to search a new book. If you want some overall knowledge and idea this is the book!
Esta avaliação foi considerada útil por 4 de 4 pessoa(s):
4.0 de 5 estrelas Persuasive and entertaining 25 de março de 2011
Por Michael Gordon - Publicada na Amazon.com
Formato: Capa comum Compra verificada
I liked and enjoyed Buyology. I do not understand so much negative feedback other than it seems many people expected it to be more (or less!) of something. It is a _storytelling_ of marketing. What it is not is a scholarly research paper.

It is a primer for the rest of us that either spend money impulsively and would like to do less of that, or are concerned about someone that spends money impulsively and you would like him/her to do less of that. It doesn't even have to be money; the same impulses to spend are also the impulses to compel any habit.

Critics point out that the essential science is brief and could be published in one to five pages. For sure; but a pamphlet containing essential science is not likely to be picked up by very many people. You can get that stuff in the doctor's office.

Critics point out that the writer is egotistical. Really? You don't say! Of course a marketer is egotistical. He or she must believe in self and the product.

So, with that out of the way, on with the book report:

Who do you know that wastes money buying the same thing over and over and over because it is {pink, adorable, stainless steel, 44 caliber, 400 horsepower, ...} and so on.

Speak to the instincts

Marketers take advantage of your basic instincts which can be summed up more or less as food, sex and reproduction, shelter and safety. This part of the brain neither listens to words nor speaks words. That is where the fMRI detector comes in. It can see what your inner brain is doing much better than you can, but it should not be such a mystery.

You cannot just choose to be fearless of high places or to be untempted by sex. You can to a limited degree override your fear or resist your temptations, but it is a lot of work and marketers believe you will spend money rather than expending the effort to override your instincts which they have triggered.

Politicians and religious leaders use the same tactics of course.
Esta avaliação foi considerada útil por 1 de 1 pessoa(s):
4.0 de 5 estrelas Overview on some of the research using brain scanning 25 de outubro de 2015
Por RV52 - Publicada na Amazon.com
Formato: eBook Kindle Compra verificada
Loved the read. I learned quite a bit about the current use of fMRI in pricing/buying psychology.

One strike against the book would be that Martin could have spoke about more experiments. There was an awful lot of lead-up and conclusion to each study discussed and honestly not much discussion about the study.

Some time is spent on the psychology of buying and pricing - I think Martin is very knowledgable on the subject. That is useful and worth reading the book to learn.
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