Buyology
Ihecs – Sarah Pierrequin – Master 1 – Advertising

1.a) Bibliographical information

LINDSTROM Martin, 2008
Buyology - How Everything We Believe About Why We Buy is Wrong, Random House Business Books, London, 240p.
b) Blurb
If you wonder what drives you when you buy something or why you are attracted by a particular brand or product over another, this book has been wrote for you. Nowadays advertising is – almost – everywhere. There is a huge choice of brands and products, and people’s buying decisions might often seem to be irrational. With the fRMI study he and other specialists have conducted, Martin Lindstrom, one of the world’s top branding gurus, is able to assert that neuromarketing is the tool that will help you to discover what – unconscious – phenomenon is going on in your brain when you buy something.
2.Purpose of the book
Lindstrom intends to make people understand what, in their subconscious, drives their purchasing decisions. According to him, traditional research methods don’t work anymore to define why people are attracted by a particular brand. He predicts that neuromarketing will be soon a precious key for companies to understand consumers’ behavior. Moreover it will also help consumers not to fall into the net of many unscrupulous advertisers.
3.Gist of the content fMRI Thanks to fMRI, neuroscientists can see which specific areas in the brain are activated when somebody is seeing a picture, watching a video, or listening to a sound. It shows how marketing messages are perceived by the brain and how our unconscious mind can control our behavior.
Emotions
Our emotions influence every buying decision we make. The more people are stressed or frightened, the more irrationally they tend to behave. A brand has more chance to sell its products successfully if it engages people emotionally.

Product placement
A brand that is integrated into the narrative of a program will be remembered more easily than a