Chapter Overview: Introduction
Does sex sell? What do religion and ritual have in common with successful brands? How successful is product placement? Does subliminal advertising really influence our behavior? Based on the largest neuromarketing study ever conducted, Buyology separates the truths from the lies about why we buy, revealing how marketers and advertisers truly capture our attention, our loyalty, and our dollars.
Buyology unveils the results of marketing guru Martin Lindstrom’s pioneering three-year, $7 million dollar study that used the latest in brain scan technology to peer into the minds of over 2,000 people from around the world. The shocking results will reveal why so much of what we thought we knew about why we buy is wrong. Buyology rewrites the rules of marketing and advertising.
Chapter 1: A Rush of Blood to the Head
The largest neuromarketing study ever conducted
In this chapter, Martin Lindstrom introduces his groundbreaking study, and shows how this powerful new tool, NeuroMarketing, will turn traditional market research on its head. Whether it’s a pack of cigarettes, a new car, or a can of soft drink, Lindstrom’s groundbreaking findings use cutting edge science to shed fascinating new light on why we buy the things we do.
Chapter 2: This Must Be the Place
Product placement: American Idol and Ford’s multi-million dollar mistake
When you watched E.T. gather up those Reese’s Pieces one by one, did you crave that peanut butter-chocolate goodness? Did watching Tom Cruise as he slid on his Ray Bans in ‘Top Gun’ make you wish you had a pair? When Simon Cowell took a sip of Coca-Cola during a judging of ‘American Idol’, did you feel thirsty? The Coca-Cola Company, and the two other key sponsors of ‘American Idol’ hope so, since they each shelled out over $26 million on their ‘American Idol’ campaigns. Marketers have believed in the efficacy of product placement for decades. In 2006, companies paid a total of $3.36 billion globally to have their products placed in TV shows, movies and music videos. Yet no-one has put the technique of product placement to the test. Not, that is, until September 2007, when Project Buyology scanned hundreds of consumer brains to test the effectiveness of product placement for the very first time.
Chapter 3: I’ll Have What She’s Having
Mirror neurons at work
What does the behavior of a macaque monkey have to do with the astounding global success of the iPod? A little function in our brain so significant it’s been referred to as the DNA for psychology, the mirror neuron, sheds new light on a wide range of consumer behaviors—from why a mere smile from a salesperson can compel us to spend more money, to why video games like ‘Guitar Hero’ are so popular, to why we’re hardwired to shop until we drop.
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