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Buyology (Book Summary)

Introduction

Penned by Martin Lindstrom, Buyology is one of the most readable accounts of marketing research to date. The research presented throughout the book spanned an approximate three years and cost in the regions of seven million dollars. Lindstrom's team utilized technologies such as fMRI and EEG to further analyze what was going on inside the brains of their test subjects as they were watching commercials, thought about varying brands and other crucial marketing techniques. In the form of a book, Buyology is the biggest compilation on neuromarketing data and the details of the tests are not only surprising, but truly surprising. The purpose of this paper is to summarize the contents of the book and shed some light on the revolutionary insight offered in the pages. This is done by briefly looking at some of the most important tests and their results.

Discussion

A question that is often presented to smokers is how they manage to continue smoking despite the gruesome imagery and the blatant health concerns mentioned on the packaging. It comes as no surprise to learn that the packaging does not make a difference to a chain smoker. What is surprising, however, is the fact that the packaging actually stimulates cravings. According to Lindstorm, the packaging has absolutely no affect on smoking behavior. The gruesome pictures and warnings actually stimulate the nucleus accumbens that are recognized as the part of the brain linked to cravings. Speaking of tobacco, the book reveals that intricate logos do not do much for the brand either; as can be seen in the marketing and branding of products like Marlboro. This organization, as compared to conventional techniques, pays much more attention to themes and colors; helping red to be associated to the brand just like red is associated to Ferrari.

Similarly, ...