Review on Buyology: Truth and Lies

About Why We Buy

By Martin Lindstrom

Group no 4
Rammohan 11
Sougata Roy 52
Jeetan 22
Gist

 Buyology is study on consumer behavior using

science and marketing
 Buyology book study how the consumer
behave/influence with ads, products and etc
 How brain behave during the purchasing
process
 In this book we come across a concept i.e.
“NERO MARKETING”
 Buyology book is divided into 11 chapters
Intersecting topics in this book

 Warning labels on cigarettes just make people

want to smoke more.
 Sex doesn’t sell, controversy does.
 We instinctively copy other people.
 Sexy models in ads appeal more to same-sex
readers and watchers.
 People love products that look like babies.
 Senses influence us more than features.
 Rituals and superstitions influence buying
decisions .
 Product placement works only when it’s
related to the story.

A rush of blood to the head
study on neuromarketing

 Studies how the buying decisions take place

so deep within consumer subconscious
minds, that we’re not aware of what is
driving them.
 Buyology study on a journey of shopping
discovery –on that will put governments on
alert and cause upheaval for a multibillion
dollar industry whose secret marketing
weapon finally has been uncovered.
I’ll have what she’s having
mirror neurons at work
 Study reveals how the consumer brain so
significant that it is to psychology what DNA
is to molecular biology, provides the
explanation sheds light on a wide range of
consumer behaviours.
 It explains why a simple smile from a
salesperson can compel consumer to spend
more money, why video games like ‘Guitar
Hero’ are so popular, and why we’re
hardwired to shop until consumer drop.

I can’t see clearly now
subliminal messaging
 This chapter goes in depth of concept called
‘subliminal advertising’ , coined in 1957
 After 50 years later, scientists from across the
world gathered in a lab in Oxford under
Project Buyology to study how the consumer
eye sight attracts the hidden offers of the
product
 Lindstrom and some of the world’s most
respected neuroscientists embarked on a
mission to discover whether or not
subliminal messages still surround us, and
the extent to which they really influence the
consumer behaviour
Do you believe in magic?
ritual superstition
 This chapter studies how the magic or ritual
influence the consumer behavior
 Study say how rituals will force the consumer
to buy the product even if you don’t like that
product
 And as we read in Buyology, many of the
rituals we habitually perform in our daily
lives were actually orchestrated by
companies and marketers to draw
consumers to their brands and products.
 Ritual plays a crucial role in purchase process


I say a little prayer
faith, religion and brand
 What connection, if any, exists between
religion and buying behaviour?
 Studies in depth what are the similarities
between the way our brains respond to
religious and spiritual symbols, and the way
they react to products or brands?
 Study reveals that importance of religion in
people’s lives, when it found that these
connections were more powerful than we
ever realized
Why did I choose you?
The power of somatic marker
 Buyology project reveals that 60 percent of
the products consumer buy in the
supermarket was chosen by spontaneously,
and that 80 percent of these we picked
within just four seconds?
 Buyology explain how companies plant instant
shortcuts –or brand bookmarks –in
consumer’s subconscious mind to help
consumer to decide what to (or what not to)
buy.
 The somatic marker phenomenon led Project
Buyology into an experiment involving one
of the best‐known –and apparently irritating
–sounds in the world, revealing findings that
left the marketing executives at Nokia
flabbergasted.
A sense of wonder
selling to our sense
 Martin Lindstrom conducted a test. He
presented 600 women with an empty
Tiffany’s box each. Monitoring their heart
rates and blood pressure, researchers found
that, when the women received the box,
their heart rates went up 20 percent
 Study reveals that consumer emotion is one of
the most powerful forces in driving what the
consumer buy
 In a fascinating experiment, Lindstrom and his
team of neuroscientists used fMRItechnology
to examine the influence consumer senses
have on what consumer buy.

And the answer is………………
neuromarketing and predicting the future
 Study reveals that blind surveys or
questionnaire or pilot test will not make
exact solution for research
 Via neuromarketing, Lindstrom and his team
examined consumer brains to uncover the
hidden motivations, needs and desires that
our conscious minds aren’t aware of.
 Using the pilot of a TV game show as the test
product, Lindstrom and the team discovered
that what hundreds of test participants said
they hated they really kind of loved.
Let’s spend the night together
sex in advertising
 Does sex sell??????????????????
 Lindstrom and his team of neuroscientists take
a look at whether sex in advertising
succeeds in seducing consumer interest in
products, or whether it backfires.
 Sometimes it works, sometimes it doesn’t.
Conclusion
brand new day
 “Buyology” study reveal a witness to an
historic meeting between science and
marketing and a union of apparent opposites
that throw a new light on why we make
decisions about what we buy…
 This methodology is used to understanding of
consumer buying behaviour and send
feedback throughout the marketing and
advertising industries as well as the
business
world..............................................................
