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Most anti-smoking campaigns inadvertently encourage people to smoke. The scent of melons helps sell electronic products. Subliminal advertising may have been banned, but it's being used all the time. Product placement in films rarely works. Many multi-million pound advertising campaigns are a complete waste of time. These are just a few of the findings of Martin Lindstrom's groundbreaking study of what really makes 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 considered decisions, and revealing factors as varied as childhood memories and religious belief that come together to influence our decisions and shape our tastes.

FOIEWORD BY PACO UNDERHILL

INTRODUCTION

1:A RUSH OF BLOOD TO THE HEAD

2:THIS MUST BE THE PLACE

3:I'LL HAVE WHAT SHE'S HAVING

4:I CAN'T SEE CLEARLY NOW

5:DO YOU BELIEVE IN MAGIC?

6: I SAY A LITTLE PItAYEIt

7:WHY DID I CHOOSE YOU?

8:A SENSE OF WONDER

9:AND THE ANSWER IS

10:LET S SPEND THE NIGHT TOGETHER

11:CONCLUSION

APPENDIX

ACKNOWLEDGMENTS

NOTES

BIBLIOGRAPHY

INDEX

From the Back Cover

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

About the Author

New York Times and Wall Street Journal bestselling author Martin Lindstrom, is the CEO and Chairman of the Lindstrom company and the Chairman of Buyology Inc. As one of the world's most respected marketing gurus, he advises top executives at companies including the McDonald's Corporation, Nestle, PepsiCo, Microsoft, The Walt Disney Company and GlaxoSmithKline. Martin Lindstrom speaks to a global audience of close to a million people every year. He has been featured in the Wall Street Journal, Newsweek, Time, The Economist, the New York Times, BusinessWeek, USA Today and the Sunday Times and his previous book, Brand Sense, was acclaimed by the Wall Street Journal as one of the five best marketing books ever published.

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An organisation known as Commercial Alert, which has petitioned Congress to put an end to neuromarketing, claims that brain-scanning exists to "subjugate the mind and use it for commercial gain." What happens, the organization asked once in a letter to Emory University president James Wagner (Emory's neuroscience wing has been termed "the epicenter of the neuromarketing world"), if a neuroscientist who's an expert in addiction uses his knowledge to "induce product cravings through the use of product-related schemes"? Could it even, the organization asks in a petition sent to the U.S. Senate, be used as political propaganda "potentially leading to new totalitarian regimes, civil strife, wars, genocide and countless deaths"?

But I don't believe neuromarketing is the insidious instrument of corrupt governments or crooked advertisers. I believe it is simply a tool, like a hammer. Yes----in the wrong hands a hammer can be used to bludgeon someone over the head, but that is not its purpose, and it doesn't mean that hammers should be banned, or seized, or embargoed. The same is true for neuromarketing. It is simply an instrument used to help us decode what we as consumers are already thinking about when we're confronted with a product or a brand---and sometimes even to help us uncover the underhanded method

marketers use to seduce and betray us without our even knowing it. It isn't my intention to help companies use brain-scanning to control consumers' minds, or to run us into robots. Sometimes, in the faraway distant future, there may be people who use this tool in the wrong way. But my hope is the huge majority will wield this same instrument for good:to better understand ourselves--our wants, our drives, and our motivations-and use that knowledge for benevolent, and practical, purpose. (And if you ask me, they;d be fools not to.)

My belief? That by better understanding our own seemingly irrational behavior --whether it's why we buy a designer shirt or how we access a job candidate---we actually gain more control, not less. Because the more we know about why we fall prey to the tricks and t...

In between drags, they swapped lighters, matches, smoke rings, apprehensions: Will this hurt? George Orwell would love this. Do you think the machine will be able to read my mind?

Cigarette warnings—whether they informed smokers they were at risk of contracting emphysema, heart disease, or a host of other chronic conditions—had in fact stimulated an area of the smokers’ brains called the nucleus accumbens, otherwise known as “the craving spot.” This region is a chain-link of specialized neurons that lights up when the body desires something—whether it’s alcohol, drugs, tobacco, sex, or gambling. When stimulated, the nucleus accumbens requires higher and higher doses to get its fix.

No woman in her right mind wants to accidentally ingest E. coli,or pick up strep throat, nor does she want little Ethan or Sophie to get infected either.

书籍介绍

Most anti-smoking campaigns inadvertently encourage people to smoke. The scent of melons helps sell electronic products. Subliminal advertising may have been banned, but it's being used all the time. Product placement in films rarely works. Many multi-million pound advertising campaigns are a complete waste of time. These are just a few of the findings of Martin Lindstrom's groundbreaking study of what really makes 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 considered decisions, and revealing factors as varied as childhood memories and religious belief that come together to influence our decisions and shape our tastes.