REVIEW ON BUYOLOGY: TRUTH AND LIES ABOUT WHY WE BUY

Group no 4Rammohan 11Sougata Roy 52Jeetan 22

By Martin Lindstrom

GIST

Buyology is study on consumer behavior using science and marketing

Buyology book study how the consumer behave/influence with ads, products and etc

How brain behave during the purchasing process In this book we come across a concept i.e.

“NERO MARKETING” Buyology book is divided into 11 chapters

INTERSECTING TOPICS IN THIS BOOK

Warning labels on cigarettes just make people want to smoke more.

Sex doesn’t sell, controversy does. We instinctively copy other people. Sexy models in ads appeal more to same-sex

readers and watchers. People love products that look like babies. Senses influence us more than features. Rituals and superstitions influence buying

decisions . Product placement works only when it’s

related to the story.

A RUSH OF BLOOD TO THE HEAD STUDY ON NEUROMARKETING

Studies how the buying decisions take place so deep within consumer subconscious minds, that we’re not aware of what is driving them.

Buyology study on a journey of shopping discovery –on that will put governments on alert and cause upheaval for a multibillion dollar industry whose secret marketing weapon finally has been uncovered.

I’LL HAVE WHAT SHE’S HAVING MIRROR NEURONS AT WORK

Study reveals how the consumer brain so significant that it is to psychology what DNA is to molecular biology, provides the explanation sheds light on a wide range of consumer behaviours.

It explains why a simple smile from a salesperson can compel consumer to spend more money, why video games like ‘Guitar Hero’ are so popular, and why we’re hardwired to shop until consumer drop.

I CAN’T SEE CLEARLY NOW SUBLIMINAL MESSAGING

This chapter goes in depth of concept called ‘subliminal advertising’ , coined in 1957

After 50 years later, scientists from across the world gathered in a lab in Oxford under Project Buyology to study how the consumer eye sight attracts the hidden offers of the product

Lindstrom and some of the world’s most respected neuroscientists embarked on a mission to discover whether or not subliminal messages still surround us, and the extent to which they really influence the consumer behaviour

DO YOU BELIEVE IN MAGIC? RITUAL SUPERSTITION

This chapter studies how the magic or ritual influence the consumer behavior

Study say how rituals will force the consumer to buy the product even if you don’t like that product

And as we read in Buyology, many of the rituals we habitually perform in our daily lives were actually orchestrated by companies and marketers to draw consumers to their brands and products.

Ritual plays a crucial role in purchase process

I SAY A LITTLE PRAYER FAITH, RELIGION AND BRAND What connection, if any, exists between

religion and buying behaviour? Studies in depth what are the similarities

between the way our brains respond to religious and spiritual symbols, and the way they react to products or brands?

Study reveals that importance of religion in people’s lives, when it found that these connections were more powerful than we ever realized

WHY DID I CHOOSE YOU? THE POWER OF SOMATIC MARKER

Buyology project reveals that 60 percent of the products consumer buy in the supermarket was chosen by spontaneously, and that 80 percent of these we picked within just four seconds?

Buyology explain how companies plant instant shortcuts –or brand bookmarks –in consumer’s subconscious mind to help consumer to decide what to (or what not to) buy.

The somatic marker phenomenon led Project Buyology into an experiment involving one of the best‐known –and apparently irritating –sounds in the world, revealing findings that left the marketing executives at Nokia flabbergasted.

A SENSE OF WONDER SELLING TO OUR SENSE

Martin Lindstrom conducted a test. He presented 600 women with an empty Tiffany’s box each. Monitoring their heart rates and blood pressure, researchers found that, when the women received the box, their heart rates went up 20 percent

Study reveals that consumer emotion is one of the most powerful forces in driving what the consumer buy

In a fascinating experiment, Lindstrom and his team of neuroscientists used fMRItechnology to examine the influence consumer senses have on what consumer buy.

AND THE ANSWER IS……………… NEUROMARKETING AND PREDICTING THE FUTURE

Study reveals that blind surveys or questionnaire or pilot test will not make exact solution for research

Via neuromarketing, Lindstrom and his team examined consumer brains to uncover the hidden motivations, needs and desires that our conscious minds aren’t aware of.

Using the pilot of a TV game show as the test product, Lindstrom and the team discovered that what hundreds of test participants said they hated they really kind of loved.

LET’S SPEND THE NIGHT TOGETHER SEX IN ADVERTISING

Does sex sell?????????????????? Lindstrom and his team of neuroscientists

take a look at whether sex in advertising succeeds in seducing consumer interest in products, or whether it backfires.

Sometimes it works, sometimes it doesn’t.

CONCLUSION BRAND NEW DAY

“Buyology” study reveal a witness to an historic meeting between science and marketing and a union of apparent opposites that throw a new light on why we make decisions about what we buy…

This methodology is used to understanding of consumer buying behaviour and send feedback throughout the marketing and advertising industries as well as the business world..............................................................