If you don’t know this already, I am a sucker for anything that has to do with psychology and marketing/branding and everything in between. So realistically I am surprised I hadn’t read this book sooner: Buyology: The Truth and Lies About Why We Buy by Martin Lindstrom.
Martin (a brand, marketing and advertising guru) had an idea of what influenced people but before his full blown study there were a lot of ifs and buts about why we truly buy. This book takes you through the full study of the human mind and our behaviour towards marketing and shopping influences using fMRI technology. Martin and his peers study what truly makes people open their wallets by studying the peoples reactions to various brands, elements and situations.
FMRI technology defines a distinct reaction in our brains when someone has a spiked interest or fear towards a product or brand.
In his book Buy·ology, Martin also dives into other facets like our senses, our rituals and beliefs, also answering the question: Does sex really sell? With the studies that he and others have made on these complicated realms of our mind, Buy·ology shows a depth to marketing that we have yet to really fully understand. Martin states that survey studies maybe slowly making their way out the door and switching to a more distinct way of analyzing the mind.
Martin also shares some of the truths behind subliminal advertising. I personally thought there had to be some laws against this (which there are) but clearly subliminal advertising is still alive and well — whether people like it or not.
Lastly, let’s not forget the additional chapter on changes made by the recession and how it has changed our habits, possibly for the better?
I highly suggest picking it up if your interest lies in understanding marketing from a neuroscience perspective — be it psychology or marketing, it is a great read.