Buyology by Martin Lindstrom
Since this is a blog, here’s my abridged review of this wonderful reading material. It awakened me to many new developments in international advertising. Buyers, this is how good advertisers can open up your wallets so that you’ll spend on their products. Advertisers, if you’re still highly traditional, this is one great book that will just jar you out of complacency.
For those who are willing to read the more geeky full-length review, you can proceed to this online document (this is the exact book review I submitted to my COMM311 professor, Dr. Elena Pernia). For those who aren’t, here is an overview of what I wrote:
The first two questions that the publishers pose at the back of the book are: “How much do we know about why we buy? What truly influences our decisions in today’s message-cluttered world?” These two questions are author Martin Lindstrom’s guide to advertising-related issues that he opens up in the book. He introduces neuromarketing, which brings both quantitative and qualitative research to an almost bizarre level of heights. Here, he talks about his findings from a three-year, seven-million-dollar study, which involves poking into the brain scans of about two thousand people around the globe. Instead of simply relying on traditional marketing tools such as surveys and focus group discussions, Lindstrom interviews the volunteers’ brains while they are exposed to various brands’ images and other sensory stimuli.
This book looks into the very core of advertising, its history and its future. It sheds new light on the concerns of visual communication and its efficacy in forging a brand’s success. It also delves into the cognitive and emotional responses of consumers as we progress towards the overly noisy realm of the Information Age.