Based on the single largest neuromarketing study ever conducted, Buyology provides a primer on what neuroscience research can tell marketers and consumers about how selling and buying works.

Hardcover, 304pp

Broadway Books, October 2008

ISBN-13: ISBN-13: 9780385523882

Barnes & Noble online price: $17.21

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SYNOPSIS

FROM THE PUBLISHER
Based on the single largest neuromarketing study ever conducted, Buyology reveals surprising truths about what attracts people’s attention and captures dollars. Among the long-held assumptions and myths Buyology confronts:

• Color can be so iconic that the sight of the robin’s egg blue of a certain famous jewelry brand significantly raises women’s heart rates;
• “Cool” brands, like iPods, trigger our mating instincts;
• Despite government bans, subliminal advertising is ubiquitous — from bars to supermarkets to highway billboards; and
• Companies shamelessly borrow from religion and ritual — like the ritual, made up by a bored American bartender, of drinking a Corona with a lime — to seduce our interest.

Drawing on a three-year, $7 million, cutting-edge brain scan study of more than 2,000 people from around the world, marketing guru Martin Lindstrom’s revelations will captivate anyone who’s been seduced or turned off — by marketers’ relentless efforts to win our loyalty, our money and our minds.

Packed with entertaining stories about how we respond to such well-known products and companies as Marlboro, Calvin Klein, Ford and American Idol, Buyology is a fascinating tour into the mind of today’s consumer.