Book Recommendation: Buyology


Do you ever wonder why you buy a toothpaste with brand X over toothpaste brand Y? You know very well they both contain toothpaste for the same function, yet you prefer brand X.

And then there are those health warnings with disturbing images on cigarette packets that actually don’t help smokers to quit at all.  Why put them?

The answer is: because for every single thing you buy there must be something that stimulates your urge to buy it.

Where does this urge come from? Well, of course, it comes from you, or to be more specific it comes from your brain!

 And who or what stimulates your urge? Believe it or not, the store does, the brand, every detail of the product like color, symbols, imagery, taglines, and product placements.  It all revolves around you, without you even realizing it. Well, you may say, “I don’t”, but your brain does.

The book  Buyology: How Everything We Believe About Why We Buy is Wrong byMartin Lindstrom, explains how everything we choose to buy is influenced by the company’s strategic ways to get inside that subconscious mind of yours. They fill fragments of their product inside your head so that, eventually, you’ll buy what they want you to buy!

 Is it possible? Yes, it is possible, the book says, following a  $7 million-worth of study that used a brain scan technology which tells what sort of things the brain strongly react, or sad to react.

The best part of the book is how it gives examples on how some products succeed and how some fail in advertising their products. It also explains the reasons how a trend starts (and no, it’s not called copycat). There is actually scientific phenomena and reason for it to happen.

Buyology opens up secrets of why you buy that same toothpaste every time you go to the market and why you read the health warnings on cigarette packets but still smoke.

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