Buy-ology; How Everything We Believe About Why We Buy Is Wrong
By Martin Lindstrom
Buy-ology takes a scientific look at our decision-making process around buying, in a series of tests they examine the connection between advertising and sound, advertising and religion, advertising and sex. It comes up with some interesting conclusions.
The research was done using fMRI and SST, two brain scanning techniques that have been used to “map” brain activity to show which parts of the brain are active on specific tasks and in response to specific stimuli. Work has already been done on which areas of the brain are linked to various emotions and Linsdstrom connects that research to our reactions to various advertisements to examine whether warnings on smoking packets work (no), whether adverstising/shopping gives us anything like a religious experience in terms of brain chemistry (yes). And other critical marketing questions such as product placement.
Does product placement work? Are we more likely to buy a certain product when we see it on screen in a movie or tv programme. Well no and yes. Let’s take the no part of the story first. Continue reading “Buy-ology”