Buyโ ขology Henry Gonzรกlez
[BUYOLOGY -Truth and lies about why we buy-]
Buy•ology Martin Lindstrom Lindstrom was born in Denmark, and dedicated his life to become a marketing guru. He is recognized by Time Magazine as an Influential 100 Honoree. He is also writer of six books including Buyology and Brandwashed. As a kid, Lindstrom was a big Lego fan, who created what he called “Legoland.” In the house, Lindstrom transformed his garden into a Lego attraction; even his bed was made with Legos. Around that time he was hired by Lego to be part of the Advisory board and it is how he started his career. Lindstrom possess a fresh perspective that revolutionized the way marketing and advertisement works.His achievements include being a columnist for Fast Company, Time Magazine, Harvard Business Review. He is also founding partner and Chairman of the Board of Buyology Inc. and Director of Brand Sense agency.
Author’s thesis Martin Lindstrom’s purpose writing Buy•ology is to present the results of his neurological research. A scientific study directly applied in the marketing field. Lindstrom is looking outside the box; he does not find more answers in conventional marketing techniques and take a step further analyzing the brain activity of volunteers around the world in different experiments in what he calls Neuromarketing.
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Even though, some of his results may sound controversial and unexpected; for example the cigarette’s labels and also the claim “sex only sells sex”. Behind the claims is scientific evidence to support his findings. However, some of the results were relevant like the Ford’s commercials in American Idol or the Nokia’s tune are results that can lead companies to invest wisely in more successful marketing efforts. Lindstrom audience is basically anyone who is in the sales, marketing or branding world. However, it might be of the interest of common people who wants to understand why we buy.
Summary 1. A RUSH OF BLOOD TO THE HEAD The first chapter describes studies that were conducted to volunteers around the world. The purpose was to analyze the brain activity with a $4 million fMRI (functional Magnetic Resonance Imaging). The first and the biggest study in history, was conducted to 32 volunteers of different countries to test how effective the warning labels are. The results revealed that cigarettes warning labels do not have any suppressive effects on smokers. Even worse, the results show that it encourages the smokers to continue their habits. Lindstrom, as a marketing consultant went a step further looking for answer in the subconscious. Our brains process all the decisions, and usually we do not notice that 85% of the time our brains are in autopilot. 2
The author mentions an important fact: Companies are investing millions in marketing research with few positive results. Even in today’s world 8/10 of new products fail within three months of its initial launch, suggesting that traditional methods such as interviews are not reliable. However, analyzing the brains response to advertisement is appropriate to understand what customers really like. The objective is to reduce the percentage of failure in new products. 2. THIS MUST BE THE PLACE Lindstrom comes with the question, product placement does really work? The author mentions concrete examples such as American Idol. In this TV program sponsors like Coca-Cola, Cingular and Ford spends millions. Obviously they have professionals working to produce successful results. However, it provides a glance of successful and a non-successful campaign. Those companies invested the same amount of money, but Coca-Cola’s strategy was more appealing to the public, since the judges were sitting on Coca-Cola bottles and was drinking soda during the program while the Ford commercial were not related to the thematic of the program and the people was not really engage with their commercials.
Another good example is the ET movie. After the movie, Reese’s chocolates experienced an important increase in sales. Showing that product placement might be successful, but it will highly depend on the way it is promoted and related with the program or movie.
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3. I’LL HAVE WHAT SHE’S HAVING This chapter explains how the mirror neurons work and how they influence the way we buy. Briefly, this particular kind of neurons is responsible for imitating others people conducts; for example: barking. Steve Jobs notice that thousands of people were using black earphones; He came up with the idea of introducing white earphones. The result was that everybody started imitating this conduct of buying the new and revolutionary product that is iconic of Apple.
The mirror neurons are also responsible of the phrase “I want to live like that” when we watch TV programs. Companies must understand this principle and come with the idea of selling an experience, not just a product. They target specific niches of the market; this is clear when you buy an Abercrombie & Fitch t-shirt or buy an Alpha Romeo vehicle. You are not just using a t-shirt or driving a vehicle; you become part of the experience of the brand.
4. I CAN’T SEE IT CLEARLY NOW The concept of “subliminal messages” has been redefined and transformed in time. It does not just mean to put messages in the music when you play it backwards. Now also furniture, color or anything that evokes a feeling about a company or product is subliminal.
How effective are the subliminal messages? It will depend of the message and the medium. The truth is that we are exposed to subliminal messages all the
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time. Last time you visited a car dealer and felt the smell of leather inside of the vehicle, well it comes in an aerosol can, but makes you want to buy the car. Just as this example, many other companies try to capture our attentions one way or another without us knowing it.
Lindstrom also explains that subliminal has a new name. It is preferable to call it “primes” or “visual drumbeats”. Also, according to Harvard University’s research, the human mind is more likely to store positive information rather than negative.
More interesting is the analysis conducted to the cigarette companies. These companies invest thousands of dollar creating schemes to evoke the essence of the cigarettes’ brand. The colors and the designs increase their awareness among bar’s customers.
Who would not associate the F1 Ferrari with Marlboro? What about the cowboys? All of this is intentionally created to make us think on their brand even without seeing a logo.
A world without logos is going to be the next step; our subconscious will store the sensations and we will associate with color and certain scenes, smells or tastes. Clothes companies just like cigarette are moving to this new trend.
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5. DO YOU BELIEVE IN MAGIC? According to Lindstrom humans tend to be superstitious and create rituals. When people can’t find explanations tend to endorse magical beliefs because it is a human need for control in a turbulent world.
As humans, we also credit special attributions to coins, wedding rings, etc. Not to mention that every day there are dozens of rituals like eating or all the things people do before going to bed. Associations like raining on the wedding day or Friday thirteen are some common examples. In other words, we are all believers and perform rituals.
Lindstrom mentions some examples such as Air France, KLM, Iberia have eliminate row 13 in their airplanes. American Airlines and Delta eliminated Flight 191 after two accidents registered in flights with that number on the same day. Chinese hotels do not have 4 or 44 floor.
“Rituals help us form emotional connections with brand and products,” said Lindstrom. “Rituals give us the illusion of comfort and belonging.” According to the author our beliefs (rituals) influence our decisions.
6. I SAY A LITTLE PRAYER Lindstrom conducted an experiment to religious believers to evaluate the brain’s activity when experiencing communion with God. The results showed that a small
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part of the brain that produces feelings of joy, serenity, self-awareness, and even love were activated.
The author mentions how faith is important in our decision process. For example companies are importing dirt from Israel. Who would like to buy dirt from Israel? It is because Israel is the Holy Land and it has a special meaning to be buried with a portion of its dirt. The author also mentions how companies sell bottles of water with religious labels. People believe that water helps them to focus, increase their faith in God and themselves. So, here is the connection between branding and religion, when people are willing to pay more for products because of their significance.
Not only that, Lindstrom also goes one by one throughout ten common pillars of religions and branding, those are according to Lindstrom: sense of belonging, clear vision, power over enemies, sensory appeal, storytelling, grandeur, evangelism, symbols, mystery, and rituals.
Using a brand produces a sense of belonging with other brand users. Lindstrom says “it is like being the member of a not-so-exclusive club.� Companies like any religion have a clear vision; they know where they are going. Especially big companies Also, there is a duality, good vs. evil. Companies are just like that, always trying to do things better than the rest.
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Not to mention that when going to a worship place, the atmosphere is unique and evoked sensations in the people. Companies also create sensory connections with smells, colors, sounds, etc. to engage potential customers. Like the HarleyDavidson sound. There is no religion without a story; same happens with successful companies like Disney, we automatically think on their characters. Think for a second in the Vatican, it make you remember there is something bigger than you; companies also appeal to grandeur, like Hotels or bank buildings. Every religion is looking for new people to convert into their faith. Just as Google did when introducing Gmail, it started looking for new users and gave the welcome to a semi-exclusive community. What about symbols? Every religion has at least one, like the cross. Also successful companies have symbols, not just a logo, for example Mac and Microsoft have unique images that evoke their essence. Also bracelets, collars or others products are icons. Mystery, religion has unknowns that can be believed only by faith, and they are as powerful as facts. Companies also use mystery to engage people. Like the secret Coca-Cola formula. Lindstrom mention Unilever’s shampoo that included the X9 factor, lots of people bought the shampoo even though nobody knew what X9 factor was. Since, there was no X9 factor, Unilever removed that label from the shampoo and the sales dropped and people start complaining.
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Finally, rituals, Lindstrom exemplifies how rituals are an important part of business; when Steve Jobs threw “Newton” saying that a new technology was about to be replace the old stuff.
7. WHY DID I CHOOSE YOU? The somatic markers are associations in our brains or emotional responses tied to specific perceptions. When we think on any products our brains immediately recall information that has been previously stored. These markers make decisions look more rational when they really are not. Why do you choose a product that is more expensive? Why do you choose a product that is in sale? The decision process is closely related with the somatic markers.
Andrex advertise “soft, strong and very long” toilet paper. They use a puppy in their commercials. There is not an evident connection between puppies and toilet paper. However, puppies are associated with toilet training in growing young families.
Lindstrom predicts for the next years that companies are going to take advantage of the somatic markers and use fear as a way to influence our decisions. They will want us to feel less safe or happy if we don’t buy certain products. Currently companies are using this trend of influence decision. Commercial such as the Toshiba wireless TV, the DirecTV “stop taking in stray animals” or insurance
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companies are appealing to the fears “if you don’t use this product then X will happen.”
8. A SENSE OF WONDER Lindstrom credits explain how appealing to the senses can help a brand to be more successful. He mentions examples such as the Johnson & Johnson powders; they are worldwide know, even if the people forget the logo, they will always remember the scent. What about Play-Doh or crayola’s smell? It certainly brings memories of your infancy. The author explains that smell is the sense that is deeply rooted in us. This principle is applied by restaurants to make us buy food.
The other senses also play an important role, according to Lindstrom feeling a product plays an important part in whether we decide to buy or not. The vision is also an important factor in the decision process. Lindstrom explains when he was hired by an egg company to find the perfect yellow. Sounds are also important; Pringles have a unique sound. Ford also created a characteristic sound for the Taurus’s doors. In conclusion, brands to be successful need to use at least one of the human senses to appeal to its customers; sensations are powerful forces to influence decisions.
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9. AND THE ANSWER IS… During the first three months 80% of new products fail in the market. Big companies also know this truth; Coca Cola tried in 1985 a new formula which was unsuccessful, same result with Coca-Cola Black in 2006. So, marketing can fail to predict what products are going to be successful and which not.
Martin attempted an experiment to measure how successful will be to launch a new program similar to the European version of Quizmania. To obtain measurable results, they compared the results of 200 volunteers and also use other TV programs “American Idol” and “The Swan” to have a correct bench marks. Initially, the individuals answered a survey. According to the results they rated in order of preference: American Idol, The Swan and Quizmania. However, Lindstrom’s experiment analyzed the brain’s activity and surprisingly Quizmania moved to the second best option; proving that their subconscious will prefer Quizmania rather than The Swan but American Idol remain in the first place.
The conclusion is that the subconscious might reveal information that will be valuable and cannot be obtained otherwise.
10. LET’S SPEND THE NIGHT TOGETHER Lindstrom says, “Sex does not sell anything other than sex itself.” There are thousands of commercials including sex in one way or another, from car tires to jeans ads. One of the most recognized companies to use sexual content is Kalvin
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Klein. However, according to the results; the study shows that most people were not able to recall brands because the sexual content was more relevant.
Lindstrom analyzed if beauty is more appealing than sex. The results revealed that beauty without sexual content is more engaging. However, those models with perfect appearance and blue eyes in commercials may appear too unreal, so we do not relate with them, but is certainly better that sexual content. The results also revealed that images of love have a greater impact compared with sex. Finally, the author predicts that eventually commercials are going to over use sexual content that people are going to stop noticing it. It will become a part of our daily life.
11. BRAND NEW DAY Lindstrom came up with the idea of using science, to help us understanding the human mind, and apply it in business. Marketing has always been about guessing the right strategy. However, neuromarketing collects measurable data intended to produce strategies to satisfy customers’ needs and wants.
Using neuromarketing can help to create a more successful campaign and avoid unnecessary risks. Lindstrom provides the example of Christian Dior successful campaign introducing a new perfume.
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Also the results revealed that the prices must be based on the perception of quality. The author exemplifies that customers feel happier paying more for a wine bottle because the price make them think they choose a better wine. Also, he mentions the example of giving a rock as a gift; the rock by itself is worthless, but if you say that the rock was part of the Berlin Wall or even better if it is from the moon, then that same rock has more value because of its meaning.
What others say about the book? USA TODAY By Seth Brown:
“Picture a mad scientist in his laboratory, cackling with glee as he tries to unlock the secrets of the human mind,” says Brown. “Now, consider the unsettling possibility that the scientist may be on to something.” This review is neutral it only provides basic information about the book. It is a summary about the content. According to Brown, the neuromarketing research is conducted to find the truths of what is going on in the brains of the people. Brown also consider important to mention the tools used to conduct the studies: SST (Steady State Topography) and fMRI (functional Magnetic Resonance Imaging). The studies involved more than two thousand subjects and over three years.
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Brown also includes the audiences: people that plan to open a new business or introduce a new product, those who are part of marketing, and for everyone who wants to understand the trends and strategies of the companies. http://www.usatoday.com/money/books/reviews/2008-10-26-buyology-marketing_N.htm
Blog Dekonztruktschon This blog enhances the positive side of Buyology. As the author claims “Buy.ology is a vital resource for marketing, public-relation, advertising, organization and business communication.” Even though they assure the book is for everybody, it is of special interest for those who work in any field of marketing or communications. The author believes that the book is helpful for advertisers, because it does not just ask questions to the people; it actually evaluates the brain activity to determine the truths that often in time we are only aware in our unconscious. “Reflecting on its content, made me actually think of how I could repackage myself, my image and identity, and the service that I offer to my students.” https://rodrigo75.wordpress.com/2010/08/28/buy-ology-the-truths-and-lies-aboutbuying-and-reading-in-the-postmodern-consumer-culture/
Blog Sentient Insight By Gregg Miller:
Gregg Miller mentions the author credentials. He likes the way the book is written, but he also is very critical about the content of the book.
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Miller claims “Unfortunately, Lindstrom’s penchant for hyperbolic illustration, such as naming his own study ‘the largest, most revolutionary neuromarketing experiment in history.’ ” The author criticizes the lack of objectivity on Lindstrom studies. “When such a significant argument is being claimed, it must be supported by bulletproof criticism.” According to him, Lindstrom does not have enough data to support his claims. “Lindstrom hustles to hit us with the punch line: astronomical sums of money have been spent in making people smoke more. By driving toward that headline, overlooked and unaddressed are the billions of people in the world that have made the decision not to smoke.” http://www.sentientinsight.com/buyology-review-looking-at-marketing-through-the-brain/
The Premise Lindstrom’s studies were focused in the subconscious response of the people. He was looking for answers that people often cannot answer because they simply do not know the right answer. Why do you buy? Is what the book attempts to explain with the help of more than 2,000 subjects. Lindstrom is doing something new and revolutionary using science and marketing to conduct his studies. His purpose is the customer satisfaction, as he calls himself “a customer’s fan.”
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The Value of the book As Public Relations major I find an important value reading this book. Even though, I do not agree with all the results and the data presented in the book, I will recommend this book to other students. Lindstrom credentials are impressive, his career started when he was just a kid. The real value of the book relies on the fact that they are innovating and proposing a marriage between science and marketing. Questioning the effectiveness of advertisement and commercials is always tough. It is hard to give an accurate answer if a company’s investing is producing the optimum results. Lindstrom not only attempts to answer, but he goes a step further and stops using common practices. This time he checks on peoples brains to understand the unconscious answers.
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