''Buyology: Truth and Lies About Why We Buy'' (2008) is a bestselling book by

Martin Lindstrom Martin Lindstrom (Lindstrøm) is a Danish author and ''Time'' magazine Influential 100 Honoree. He has written eight books including '' Small Data: The Tiny Clues that Uncover Huge Trends'', '' Buyology - Truth and Lies About Why We Buy'', ''Bran ...

, in which he analyzes what makes people buy. The author attempts to identify the factors that influence buyers' decisions in a world cluttered with messages such as advertisements,

slogan A slogan is a memorable motto or phrase used in a clan, political slogan, political, Advertising slogan, commercial, religious, and other context as a repetitive expression of an idea or purpose, with the goal of persuading members of the publi ...

jingle A jingle is a short song or tune used in advertising and for other commercial uses. Jingles are a form of sound branding. A jingle contains one or more hooks and meaning that explicitly promote the product or service being advertised, usually t ...

and

celebrity endorsement Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy which uses a celebrity's fame or social status to promote a product, brand or service, or to raise awareness about an issue. Marketers use celebr ...

s. Lindstrom, through a study of the

human psyche In psychology, the psyche is the totality of the human mind, conscious and unconscious. Many thinkers, including Carl Jung, also include in this definition the overlap and tension between the personal and the collective elements in man. Psych ...

, explains the subconscious mind and its role in deciding what the buyer will buy. Lindstrom debunks some myths about advertising and promotion. ''

Time Time is the continued sequence of existence and events that occurs in an apparently irreversible succession from the past, through the present, into the future. It is a component quantity of various measurements used to sequence events, to ...

'' named Lindstrom as one of the world's 100 most influential people because of his book.

Content

''Buyology'' is claimed to be a result of the author’s three year

neuromarketing Neuromarketing is a commercial marketing communication field that applies neuropsychology to market research, studying consumers' sensorimotor, cognitive, and affective responses to marketing stimuli. The potential benefits to marketers include ...

study on 2,081 people to identify the effect of brands, logos,

commercials A television advertisement (also called a television commercial, TV commercial, commercial, spot, television spot, TV spot, advert, television advert, TV advert, television ad, TV ad or simply an ad) is a span of television programming produce ...

, advertisements and products on them.Random House profile of Buyology
/ref> The study was funded by seven corporations, including

GlaxoSmithKline GSK plc, formerly GlaxoSmithKline plc, is a British multinational pharmaceutical and biotechnology company with global headquarters in London, England. Established in 2000 by a merger of Glaxo Wellcome and SmithKline Beecham. GSK is the ten ...

Hakuhodo is a Japanese advertising and public relations company. It is headquartered at Akasaka Biz Tower in Akasaka, Minato, Tokyo. History Hakuhodo is one of the oldest advertising agencies in Japan and was founded by Hironao Seki at Nihonbashi-H ...

Fremantle Fremantle () () is a port city in Western Australia, located at the mouth of the Swan River in the metropolitan area of Perth, the state capital. Fremantle Harbour serves as the port of Perth. The Western Australian vernacular diminutive for ...

- and

. The study evaluates the effectiveness of logos,

product placement Product placement, also known as embedded marketing, is a marketing technique where references to specific brands or products are incorporated into another work, such as a film or television program, with specific promotional intent. Much of th ...

and

subliminal advertising Subliminal stimuli (; the prefix ' literally means "below" or "less than") are any sensory stimulus (physiology), stimuli below an individual's sensory threshold, threshold for conscious perception, in contrast to stimuli (above threshold). A 201 ...

, the influence of our senses and the correlation between religion and

branding Branding may refer to: Physical markings * Making a mark, typically by charring: ** Wood branding, permanently marking, by way of heat, typically of wood (also applied to plastic, cork, leather, etc.) ** Livestock branding, the marking of animals ...

References

External links

Buyology – Truth and Lies About Why We Buy at Random House
{{DEFAULTSORT:Buyology: Truth and Lies About Why We Buy Business books Marketing books Non-fiction books about advertising American non-fiction books Doubleday (publisher) books 2008 non-fiction books