Buy-o-logy: Truth and Lies about why we buy by Martin Lindstorm
DoubleDay, NY-USA, 2008
I have already written a review on one of Lindsotrm's latest books - The Brand Sense. Buy-o-logy is a pre-sequel to that. "Neuro-marketing" is one word that describes the book.
Using reasearch techniques like MRI instead of the traditional focus groups, questionnaires, interviews, observation, etc. to study the behavior of consumers (to study why we buy) is the basic idea in this book. The author considers his subjects (consumers) as unpredictable and irrational and he atttempts to understand them through his research techniques. He tries to make a link between thoughts and actions while we buy.
I was fascinated after reading the book and it sure made me think why I buy and I started analyzing every product on shelf and every advertisement I saw after that - interesting.
Just one complaint - This is a research focused book and the author hasn't given much on applying these findings in real world settings or hasn't focused much on giving targeted examples (marketing).
DoubleDay, NY-USA, 2008
I have already written a review on one of Lindsotrm's latest books - The Brand Sense. Buy-o-logy is a pre-sequel to that. "Neuro-marketing" is one word that describes the book.
Using reasearch techniques like MRI instead of the traditional focus groups, questionnaires, interviews, observation, etc. to study the behavior of consumers (to study why we buy) is the basic idea in this book. The author considers his subjects (consumers) as unpredictable and irrational and he atttempts to understand them through his research techniques. He tries to make a link between thoughts and actions while we buy.
I was fascinated after reading the book and it sure made me think why I buy and I started analyzing every product on shelf and every advertisement I saw after that - interesting.
Just one complaint - This is a research focused book and the author hasn't given much on applying these findings in real world settings or hasn't focused much on giving targeted examples (marketing).
