In addition to my addiction to business books, I have this obsession with “Why people buy” and “How we come to choose one purchase over another.” It seems that Martin Lindstrom and I have something in common. The difference (and it’s a big one) is that Martin decided to take on the biggest scientific and most expensive study of buyer behavior worldwide to answer these questions.
He has put his study into a book called Buyology: Truth and Lies About Why We Buy.
If you’ve ever been fascinated by subliminal advertising, if sex really sells or how rituals influence buyer behavior, this book will answer your questions on all those things and more.
What I learned in Buyology:
- Warning labels on cigarettes just make people want to smoke more. (page 15)
- Sex doesn’t sell, controversy does. (Page 183)
- We instinctively copy other people. (Page 53)
- Sexy models in ads appeal more to same-sex readers and watchers. (page 191)
- People love products that look like babies. (page 31)
- Senses influence us more than features. (143)
- Rituals and superstitions influence buying decisions. (page 99)
- Product placement works only when it’s related to the story. (Page 44)
Martin weaves all these lessons (and more) into stories that are introduced, developed, and referenced throughout the book. This is a book that you’ll want to read from start to finish. Jumping around doesn’t work as well. The book is not epic sized; just shy of 200 pages and the references and bibliography pages are loaded. So if you want to learn more, you’ll have all the resources at your fingertips.
The lessons are culled from the research project which Lindstrom started in 2004 — and massive it was. The study took nearly three years and cost about $7 million (sponsored by eight multi-nationals). There were multiple experiments with thousands of subjects from all over the world, 200 hundred researchers, ten professors and doctors and an ethics committee.
The stars of the show were the two sophisticated brain scanning instruments: the fMRI (functional Magnetic Resonance Imaging) and the SST (Steady State Topography). These are basically brain scanners that highlight areas of the brain that are stimulated when they see and react to advertising. If you’d like to learn more about this topic, just search on the term “Neuromarketing” and knock yourself out. There are over 370,000 references on the web alone.
But why do that, when you can just read Buyology.
What I liked about Buyology:
I have always, always, always been interested in the psychology of choice and buyer behavior and this book explains the science and surprise behind how we react to familiar ads.
The other thing I liked about the book is that it gives you a glimpse about what makes Martin Lindstrom one of the premier branding experts in the world today; his curiosity and passion. This book is a documentation of his journey from curiosity about what works and why. In as much as this book pulls global resources to answer these questions, it’s an engaging report on what happened in the process and what Lindstrom learned.
What I missed in Buyology:
My personal preference is for how-to’s and specifics on how I can put what I’ve learned to use. This is not that kind of book. You will have to read and apply the information for yourself. So, my recommendation for Martin Lindstrom’s next book — is tell us how you’ve put this information to use and explain what you’ve done differently as a result.
Can’t wait for that one.
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About the Author: Ivana Taylor has spent over 20 years helping industrial organizations and small business owners get and keep their ideal customers. Her company is Third Force and she writes a blog called Strategy Stew. She is co-author of the book “Excel for Marketing Managers.”