Buyology: How everything we believe about why we buy is wrong

Autori

• Martin Lindstrøm

Parametri

• Economia e affari
• Psicologia
• Saggistica
• Scienza
• Scienze sociali

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How much do we truly understand about our purchasing decisions in a world filled with messages? Are we influenced by eye-catching ads, catchy slogans, or are our choices driven by subconscious factors? In a groundbreaking three-year, seven-million-dollar neuromarketing study, the author reveals astonishing insights from 2,000 global volunteers as they interacted with various advertisements, logos, and products. The results challenge long-held beliefs about what captures our interest and motivates us to buy. For example, gruesome health warnings on cigarette packages not only fail to deter smokers but may actually increase their desire to smoke. Despite regulations, subliminal advertising persists in our environment, from bars to billboards. Surprisingly, "cool" brands like iPods can trigger mating instincts, while other senses—smell, touch, and sound—can create physical arousal when encountering products. Interestingly, sex appeal often backfires; scantily clad models can repel rather than attract consumers. Additionally, companies adopt rituals, such as enjoying a Corona with lime, to entice buyers. Filled with engaging anecdotes about well-known brands like Marlboro, Nokia, and Calvin Klein, this exploration into consumer psychology reveals how marketers strive to capture our loyalty and spending.

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Lingua: Inglese

Pubblicato: 2009

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