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Wednesday, June 01, 2011

'Buyology' reveals all the tricks of the ad biz

I have just read Martin Lindstrom's book 'Buyology' with a tagline that says 'How Everything we Believe about Why we Buy is Wrong'. The book is a fascinating read about how much our emotions are blackmailed and our intelligence is manipulated by 'subliminal messaging' and 'neuromarketing.' The book gives a wonderful peak at what canny advertisers do to lure us into spending more than we intend to.

It also has interesting research and mentions experiments that were conducted into what excites, motivates and hooks people into splurging. One such experiment involved 600 women, who were invited into a room. He hooked them up to monitors and then brought out a bunch of the famous blue colour Tiffany jewellery boxes. That's all it took for the women’s heart rates to immediately jump by 20%!

As an anti-climax, those boxes were all empty. But that didn’t matter because Tiffany’s has done such a great job of branding, that women immediately associate a Tiffany box with engagement, marriage and family.

This is true of all the major brands as well, which have word associations that go hand-in-hand with their products. For eg. Johnson & Johnson and Pampers will make people instantly think of happy new moms and their adorable plump babies.

This book is worth reading because it has been endorsed by another marketing guru, Paco Underhill, who admits to having "a fundamental distrust of the twentieth-century fascination with branding." He says, "I don't own shirts with alligators or polo players on them and I rip the labels off the outside of my jeans. In fact, I think companies should pay me for the privilege of putting their logo on my chest and not the other way around!"

Underhill goes on to praise this book because he knows Lindstrom is passionate about advertising being a "virtuous endeavor and not just a necessary evil." The one thing they both have in common is "the belief that the tools for understanding why we do what we do, whether it is in hotels, airports, or online, need to be reinvented. This book is about the new confluence of medical knowledge and technology and marketing, where we add the ability to scan the brain as a way of understanding brain stimulations", and how it makes us do things - like shop till we drop - without knowing why we are doing it.

Grab this book now and get enlightened.

1 comment:

Anonymous said...

Hi - I am definitely glad to find this. great job!