How everything we believe about why we buy is wrong – Martin Lindstrom Random House Business (RRP: £17.99) Ever wondered why you chose Pepsi over coke in the ‘coke challenge’ and yet as a consumer you still buy coke?
This is a very fascinating read and reads at an excited pace, but I am not so convinced by the principles as to why we buy. Neuromarketing, as defined in Martin Lindstrom’s Buyology, is the science of understanding the unconscious decisions our brains make when we encounter advertising. According to Mr. Lindstrom, these decisions are responsible for approximately 90% of consumer behaviours, therefore ‘the time has come for a paradigm shift [in advertising]’ (Lindstrom, page 195). I’m not so convinced. Though Buyology reads at an excited pace and, at 205 pages, is entirely manageable in a weekend, it did not strike me as particularly insightful or game-changing. The purported ‘seven-million-dollar neuromarketing study’ on which the book is based is loosely referenced throughout the text, and leaves out key details which may be useful in validating some of Martin Lindstrom’s more, how shall we say, extravagant claims. Of particular interest is Mr. Lindstrom’s back-analysis of expired cam
Related Questions
- How everything we believe about why we buy is wrong – Martin Lindstrom Random House Business (RRP: £17.99) Ever wondered why you chose Pepsi over coke in the ‘coke challenge’ and yet as a consumer you still buy coke?
- Can i buy a house using student loan money as a downpayment?
- What do I have have to do to buy a foreclosed house?
