presentation for client leadership - buy.ology
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‘Buy.ology - How everything we believe about why we buy
is wrong’.
Heather Martin
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Contents:
• About Buy.ology
• Most important points in each chapter
• What I found interesting about the book
• What I didn’t find interesting about the book
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About Buy.ology
• Buy.ology is ‘the subconscious thoughts, feelings, and desires that drive the purchasing decisions we make each and every day of our lives’.
• Neuromarketing is not a tool to ‘subjugate the mind and use it for commercial gain’ rather to ‘help us decode what we as consumers are already thinking about when we’re confronted with a product or a brand – and sometimes even to help us uncover the underhanded methods marketers use to seduce and betray us without our even knowing it’.
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fMRI
SST
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Chapter One: A rush of blood to the head
• The largest Neuromarketing study ever conducted.
• 2,081 volunteers 32 chosen for study• What was Lindstrom doing?
– He was hoping to use fMRI technology to reveal the hidden truths behind how branding and marketing messages work on the human brain, how our truest selves react to stimuli at a level far deeper than conscious thought, and how our unconscious minds control our behaviour.
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Experiment Background and Details:
Other warnings:• Giorrú saoil tobac a chaitheamh –
Smokers die younger • Nuair a chaitear tobac, tachtar na
hartairí agus is é cúis le taomanna croí agus strócanna – Smoking clogs the arteries and causes heart attacks and strokes
• Caitheamh tobac is cúis le hailse scamhóg mharfach – Smoking causes fatal lung cancer
• Má chaitheann tú tobac le linn toirchis, déantar díobháil don leanbán – Smoking when pregnant harms your baby
• Cosain leanaí: ná cuir iallach orthu do chuid deataigh a análú – Protect children: don’t make them breathe your smoke
• Is éasca a bheith tugtha do chaitheamh tobac, ná tosaigh leis – Smoking is highly addictive, don’t start
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Pepsi vs. Coke
Taste Test
Tug of War
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Emotions are a clear winner every time as is:
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Immediate gratification or delayed reward – which would you choose?
$15 $20
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Chapter Two: This must be the place
• Product placement – what is it and why is it done?
• Different rules for different countries
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American Idol
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Chapter Three: I’ll have what she’s having
• Video
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YAWN
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• How do they impact on buying behaviour?
• Purchasing decision
• Ways used to ‘trick’ you into buying
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Chapter Four: I can’t see clearly now
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Subliminal Advertising?
1990 Pepsi Cans
2006 KFC Buffalo Snacker
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Harvard Experiment:• Harvard 1999
– 47 people aged 60-85 divided into two groups– Positive and Negative words
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Smokers & Imagery• Are smokers affected by imagery that lies beneath their
level of consciousness?
• Can cigarette cravings be triggered by images tied to a brand of cigarette but not explicitly linked to smoking – say the sight of a Marlboro red Ferrari or a camel riding off into a mountainous sunset?
• Do smokers even need to read the words Marlboro or Camel for their brains craving spots to compel them to tear open a cigarette pack?
• Is subliminal advertising, those secretly embedded messages designed to appeal to our dreams, fears, wants, and desires at all effective in stimulating our interest in a product or compelling us to buy?
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Chapter Five: Do you believe in magic?
• Rituals– All to do with gaining control– Brands use it to their advantage
• Fears– 13 & 4 are unlucky numbers in different
cultures
• Superstitions
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Chapter Six: I say a little prayer
Religion vs. Brands:• Two different experiments
– ‘Nun Study’ & Brand Study
• All different religions have 10 common pillars underlying its foundations - a sense of belonging, a clear vision, power over enemies, sensory appeal, storytelling, grandeur, evangelism, symbols, mystery and rituals. Same can be applied to brands and products
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Chapter Seven: Why did I choose you?
Somatic markers – what are they?
Advertisers try and create these
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Chapter Eight: A sense of wonder
• Visual ‘in-your-face’ advertising = largely a waste of time & money for advertisers
• Sensory Branding:– Appeals to:
• Sight• Smell• Touch• Sound
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Chapter Nine: And the answer is…..
Quizmania!
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Chapter 10: Let’s spend the night together
• Does sex sell?
• Does beauty sell – are models more effective than using ‘real people’?
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What I found interesting:
• Lindstrom’s use of examples throughout the book made it very easy to understand everything.
• Rituals, fears & superstitions.
• Smoking experiments.
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What I didn’t find interesting:
• Very repetitive – he starts with an experiment, explains the concept, gives examples, goes back to experiment and gives results.