Buyology et plus d'un million d'autres livres sont disponibles pour le Kindle d'Amazon. En savoir plus

Acheter neuf

ou
Identifiez-vous pour activer la commande 1-Click.
Acheter d'occasion
D'occasion - Bon Voir les détails
Prix : EUR 0,78

ou
 
   
Plus de choix
Vous l'avez déjà ? Vendez votre exemplaire ici
Désolé, cet article n'est pas disponible en
Image non disponible pour la
couleur :
Image non disponible

 
Commencez à lire Buyology sur votre Kindle en moins d'une minute.

Vous n'avez pas encore de Kindle ? Achetez-le ici ou téléchargez une application de lecture gratuite.

Buy.ology: How Everything We Believe About Why We Buy is Wrong [Anglais] [Relié]

Martin Lindstrom
4.0 étoiles sur 5  Voir tous les commentaires (5 commentaires client)
Prix : EUR 23,75 Livraison à EUR 0,01 En savoir plus.
  Tous les prix incluent la TVA
o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o
Habituellement expédié sous 1 à 2 mois.
Expédié et vendu par Amazon. Emballage cadeau disponible.

Formats

Prix Amazon Neuf à partir de Occasion à partir de
Format Kindle EUR 7,04  
Relié EUR 23,75  
Broché EUR 10,59  
CD, Livre audio, Version intégrale --  

Description de l'ouvrage

28 octobre 2008
How much do we know about why we buy? What truly influences our decisions in today's message-cluttered world? An eye-grabbing advertisement, a catchy slogan, an infectious jingle? Or do our buying decisions take place below the surface, so deep within our subconscious minds, we're barely aware of them?

In BUYOLOGY, Lindstrom, who was voted one of Time Magazine's most influential people of 2009, presents the astonishing findings from his groundbreaking, three-year, seven-million-dollar neuromarketing study, a cutting-edge experiment that peered inside the brains of 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. His startling results shatter much of what we have long believed about what seduces our interest and drives us to buy. Among the questions he explores:

Does sex actually sell? To what extent do people in skimpy clothing and suggestive poses persuade us to buy products?
Despite government bans, does subliminal advertising still surround us – from bars to highway billboards to supermarket shelves?
Can "Cool" brands, like iPods, trigger our mating instincts?
Can other senses – smell, touch, and sound - be so powerful as to physically arouse us when we see a product?
Do companies copy from the world of religion and create rituals – like drinking a Corona with a lime – to capture our hard-earned dollars?

Filled with entertaining inside stories about how we respond to such well-known brands as Marlboro, Nokia, Calvin Klein, Ford, and American Idol, BUYOLOGY is a fascinating and shocking journey into the mind of today's consumer that will captivate anyone who's been seduced – or turned off – by marketers' relentless attempts to win our loyalty, our money, and our minds.
--Ce texte fait référence à l'édition Broché .

Offres spéciales et liens associés



Descriptions du produit

Extrait

Not surprisingly, the smokers were on edge, fidgety, not sure what to expect.

Barely noticing the rain and overcast skies, they clumped together outside the medical building in London, England, that houses the Centre for NeuroImaging Sciences. Some were self- described social smokers–a cigarette in the morn­ing, a second snuck in during lunch hour, maybe half-a- dozen more if they went out carousing with their friends at night. Others confessed to being longtime two-pack-a-day addicts. All of them pledged their allegiance to a single brand, whether it was Marlboros or Camels. Under the rules of the study, they knew they wouldn’t be allowed to smoke for the next four hours, so they were busy stockpiling as much tar and nicotine inside their systems as they could. In between drags, they swapped lighters, matches, smoke rings, apprehensions: Will this hurt? George Orwell would love this. Do you think the machine will be able to read my mind?

Inside the building, the setting was, as befits a medical lab­oratory, antiseptic, no- nonsense, and soothingly soulless–all cool white corridors and flannel gray doors. As the study got under way I took a perch behind a wide glass window inside a cockpit-like control booth among a cluster of desks, digital equipment, three enormous computers, and a bunch of white-smocked researchers. I was looking over a room domi­nated by an fMRI (functional Magnetic Resonance Imaging) scanner, an enormous, $4 million machine that looks like a gi­ant sculpted doughnut, albeit one with a very long, very hard tongue. As the most advanced brain- scanning technique avail­able today, fMRI measures the magnetic properties of hemo­globin, the components in red blood cells that carry oxygen around the body. In other words, fMRI measures the amount of oxygenated blood throughout the brain and can pinpoint an area as small as one millimeter (that’s 0.03937 of an inch). You see, when a brain is operating on a specific task, it de­mands more fuel–mainly oxygen and glucose. So the harder a region of the brain is working, the greater its fuel consump­tion, and the greater the flow of oxygenated blood will be to that site. So during fMRI, when a portion of the brain is in use, that region will light up like a red-hot flare. By tracking this activation, neuroscientists can determine what specific ar­eas in the brain are working at any given time.
Neuroscientists traditionally use this 32-ton, SUV-sized in­strument to diagnose tumors, strokes, joint injuries, and other medical conditions that frustrate the abilities of X-rays and CT scans. Neuropsychiatrists have found fMRI useful in shed­ding light on certain hard-to-treat psychiatric conditions, in­cluding psychosis, sociopathy, and bipolar illness. But those smokers puffing and chatting and pacing in the waiting room weren’t ill or in any kind of distress. Along with a similar sam­ple of smokers in the United States, they were carefully cho­sen participants in a groundbreaking neuromarketing study who were helping me get to the bottom–or the brain–of a mystery that had been confounding health professionals, cig­arette companies, and smokers and nonsmokers alike for decades.

For a long time, I’d noticed how the prominently placed health warnings on cigarette boxes seemed to have bizarrely little, if any, effect on smokers. Smoking causes fatal lung cancer. Smoking causes emphysema. Smoking while pregnant causes birth defects. Fairly straightforward stuff. Hard to argue with. And those are just the soft- pedaled American warnings. European cigarette makers place their warnings in coal-black, Magic Marker—thick frames, making them even harder to miss. In Portugal, dwarf­ing the dromedary on Camel packs, are words even a kid could understand: Fumar Mata. Smoking kills. But nothing comes even close to the cigarette warnings from Canada, Thailand, Australia, Brazil–and soon the U.K. They’re gorily, forensi­cally true-to-life, showing full- color images of lung tumors, gangrenous feet and toes, and the open sores and disintegrat­ing teeth that accompany mouth and throat cancers.
You’d think these graphic images would stop most smok­ers in their tracks. So why, in 2006, despite worldwide tobacco advertising bans, outspoken and frequent health warnings from the medical community, and massive government in­vestment in antismoking campaigns, did global consumers continue to smoke a whopping 5,763 billion cigarettes, a fig­ure which doesn’t include duty-free cigarettes, or the huge in­ternational black market trade? (I was once in an Australian convenience store where I overheard the clerk asking a smoker, “Do you want the pack with the picture of the lungs, the heart, or the feet?” How often did this happen, I asked the clerk? Fifty percent of the time that customers asked for cig­arettes, he told me.) Despite what is now known about smok­ing, it’s estimated that about one-third of adult males across the globe continue to light up. Approximately 15 billion ciga­rettes are sold every day–that’s 10 million cigarettes sold a minute. In China, where untold millions of smokers believe that cigarettes can cure Parkinson’s disease, relieve symptoms of schizophrenia, boost the efficacy of brain cells, and im­prove their performance at work, over 300 million people,1 including 60 percent of all male doctors, smoke. With annual sales of 1.8 trillion cigarettes, the Chinese monopoly is re­sponsible for roughly one-third of all cigarettes being smoked on earth today2–a large percentage of the 1.4 billion people using tobacco, which, according to World Bank projections, is expected to increase to roughly 1.6 billion by 2025 (though China consumes more cigarettes than the United States, Rus­sia, Japan, and Indonesia combined).
In the Western world, nicotine addiction still ranks as an enormous concern. Smoking is the biggest killer in Spain today, with fifty thousand smoking- related deaths annually. In the U.K., roughly one-third of all adults under the age of sixty-five light up, while approximately 42 percent of people under sixty-five are exposed to tobacco smoke at home.3 Twelve times more British people have died from smoking than died in World War II. According to the American Lung Association, smoking- related diseases affect roughly 438,000 American lives a year, “including those affected indirectly, such as babies born prematurely due to prenatal maternal smoking and victims of ‘secondhand’ exposure to tobacco’s carcinogens.” The health-care costs in the United States alone? Over $167 billion a year.4 And yet cigarette companies keep coming up with innovative ways to kill us. For example, Philip Morris’s latest weapon against workplace smoking bans is Marlboro Intense, a smaller, high-tar cigarette–seven puffs worth–that can be consumed in stolen moments in between meetings, phone calls, and PowerPoint presentations.5

It makes no sense. Are smokers selectively blind to warn­ing labels? Do they think, to a man or a woman, Yes, but I’m the exception here? Are they showing the world some giant act of bravado? Do they secretly believe they are immortal? Or do they know the health dangers and just not care?
That’s what I was hoping to use fMRI technology to find out. The thirty-two smokers in today’s study? They were among the 2,081 volunteers from America, England, Ger­many, Japan, and the Republic of China that I’d enlisted for the largest, most revolutionary neuromarketing experiment in history.
It was twenty-five times larger than any neuromarketing study ever before attempted. Using the most cutting-edge sci­entific tools available, it revealed 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 behavior (usually the opposite of how we think we behave). In other words, I’d set off on a quest to in­vestigate some of the biggest puzzles and issues facing con­sumers, businesses, advertisers, and governments today.

For example, does product placement really work? (The answer, I found out, is a qualified no.) How powerful are brand logos? (Fragrance and sound are more potent than any logo alone.) Does subliminal advertising still take place? (Yes, and it probably influenced what you picked up at the conve­nience store the other day.) Is our buying behavior affected by the world’s major religions? (You bet, and increasingly so.) What effect do disclaimers and health warnings have on us? (Read on.) Does sex in advertising work (not really) and how could it possibly get more explicit than it is now? (You just watch.)
Beginning in 2004, from start to finish, our study took up nearly three years of my life, cost approximately $7 million (provided by eight multinational companies), comprised mul­tiple experiments, and involved thousands of subjects from across the globe, as well as two hundred researchers, ten professors and doctors, and an ethics committee. And it em­ployed two of the most sophisticated brain- scanning instru­ments in the world: the fMRI and an advanced version of the electroencephalograph known as the SST, short for steady-state typography, which tracks rapid brain waves in real time. The research team was overseen by Dr. Gemma Calvert, who holds the Chair in Applied Neuroimaging at the University of Warwick, England, and is the founder of Neurosense in Ox­ford, and Professor Richard Silberstein, the CEO of Neuro-Insight in Australia. And the results? Well, all I’ll say for now is that they’ll transform the way you think ab... --Ce texte fait référence à l'édition Broché .

Revue de presse

"A page-turner"
-Newsweek

" Lindstrom dishes up results, alongside a buffet of past research, with clear writing and deft reasoning."
-Fast Company

“Lindstrom … has an encyclopedic knowledge of advertising history and an abundance of real-world business experience”
-The Washington Post

“Martin Lindstrom, the boy wonder of branding, tells that the future of shopping is all in the mind”
-The Sunday Times (UK)

“Shatters conventional wisdom”
- CNBC

"...brings together a great many strands of research to build a fascinating case. The writing is snappy and the book’s a page turner"
-BBC Focus Magazine

“Lindstrom's research should be of interest to any company launching a new product or brand”
-USA Today

"Lindstrom...has an original, inquisitive mind...His new book is a fascinating look at how consumers perceive logos, ads, commercials, brands, and products."
-Time

“When someone tells you that a book is a "page-turner," you probably think of the latest top-list best-seller. Now you'll think of Buyology….Pick up a copy of this book and get one of those highlighting thingamajiggies before you fix your ad budget for the new year. "Buyology" is definitely money well-spent.”
-The Eagle Tribune


“An entertaining and informative tome”
-The Seattle Examiner


“Why do rational people act irrationally? Written like a fast paced detective novel, "Buyology" unveils what neuromarketers know about our decision making so we can buy and sell more insightfully."
- Dr. Mehmet C Oz Professor of Surgery, Columbia University, and author of YOU -The Owner’s Manual

“Move over Tipping Point and Made to Stick because there’s a new book in town: Buyology. This book lights the way for smart marketers and entrepreneurs.”
-Guy Kawasaki, Author of The Art of the Start

"Martin Lindstrom is one of branding's most original thinkers"
-Robert A. Eckert, CEO & Chairman, Mattel, Inc.

“Lindstrom takes us on a fascinating journey inside the consumer brain. Why do we make the decisions we do? Surprising and eye opening, Buyology is a must for anyone conducting a marketing campaign.”
-
Ori Brafman, author of the bestselling book, Sway

"Full of intriguing stories on how the brain, brands and emotions drive consumer choice. Martin Lindstrom’s brilliant blending of marketing and neuroscience supplies us with a deeper understanding of the dynamic, largely unconscious forces that shape our  decision making. One reading of this book and you will look at consumer and producer behavior in an entirely new light.”
-Philip Kotler, Ph.D., S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

"A riveting read. Challenging, exciting, provocative, clever, and, even more importantly, useful!"
-Andrew Robertson, CEO & President, BBDO Worldwide


Lindstrom can be a charming writer. He has an encyclopedic knowledge of advertising history and an abundance of real-world business experience


From the Hardcover edition. --Ce texte fait référence à l'édition Broché .

Détails sur le produit

  • Relié: 256 pages
  • Editeur : Random House Business Books (28 octobre 2008)
  • Langue : Anglais
  • ISBN-10: 1847940110
  • ISBN-13: 978-1847940117
  • Dimensions du produit: 23,6 x 15,6 x 2,8 cm
  • Moyenne des commentaires client : 4.0 étoiles sur 5  Voir tous les commentaires (5 commentaires client)
  • Classement des meilleures ventes d'Amazon: 640.335 en Livres anglais et étrangers (Voir les 100 premiers en Livres anglais et étrangers)
  •  Souhaitez-vous compléter ou améliorer les informations sur ce produit ? Ou faire modifier les images?


En savoir plus sur l'auteur

Découvrez des livres, informez-vous sur les écrivains, lisez des blogs d'auteurs et bien plus encore.

Dans ce livre (En savoir plus)
Parcourir et rechercher une autre édition de ce livre.
Parcourir les pages échantillon
Couverture | Copyright | Table des matières | Extrait | Index
Rechercher dans ce livre:

Quels sont les autres articles que les clients achètent après avoir regardé cet article?


Commentaires en ligne 

4.0 étoiles sur 5
4.0 étoiles sur 5
Commentaires client les plus utiles
5.0 étoiles sur 5 Buyology 31 mars 2013
Par r2d2
Format:Broché|Achat vérifié
This book reveals why we buy what we buy and, most importantly, how we are influenced by publicity in ways that we might not have thought. I learned something from this book and recommend it.
Avez-vous trouvé ce commentaire utile ?
5.0 étoiles sur 5 tres interessant 7 octobre 2012
Par kristina
Format:Broché|Achat vérifié
Pour les personnes qui s'intéressent de neuromarketing c'est un livre indispensable. Dommage qu'il n'est pas traduit en français. Pour le comprendre il faut avoir un niveau d'anglais assez avancé.
Avez-vous trouvé ce commentaire utile ?
5.0 étoiles sur 5 Pour ceux intéressés par le neuromarketing 30 décembre 2011
Par Enselo
Format:Broché|Achat vérifié
Livre bien construit avec de nombreux cas d'études de neuromarketing. A lire si vous êtes intéressé par le fonctionnement et les réactions du cerveau face à la publicité.
Avez-vous trouvé ce commentaire utile ?
1.0 étoiles sur 5 Don't stop by 7 octobre 2010
Par ma.de
Format:Relié|Achat vérifié
Walk away from it, the only good thing about this book is the title! The guy is definiteley good at marketing his concept. Unfortunately it doesn't have much legs...
Avez-vous trouvé ce commentaire utile ?
1 internautes sur 2 ont trouvé ce commentaire utile 
4.0 étoiles sur 5 IN THE SWEET BUY AND BUY 28 octobre 2008
Par Gail Cooke TOP 1000 COMMENTATEURS
Format:CD
Do you buy something because you need it? Umm, perhaps. Did you really want the last item you bought? Maybe. Neuromarketing guru Martin Lindstrom has invested years of research into exploring the reasons why we buy, how we are affected even subconsciously to make a purchase. Of course, this is fascinating information for marketers but it was even more intriguing to me as a consumer (especially in today's economy). Just as biology is a study of living organisms, Buy-Ology is a study of living buyers and sellers.

Breathes there a woman alive who hasn't wondered why on earth she bought a blouse she has yet to wear? Or, at our house a husband who hasn't bought something for his workbench that remains shiny and unused?

Lindstrom brings to light precisely how marketers use science and religion to sell. For instance, just as in religion think of how top selling brands utilize symbols. I can spot my brand of detergent from across a store simply by the symbol on the front of the box, and that symbol elicits a good response from me.

One statement I found a bit intimidating was that we make 90% of our decisions subconsciously or due to a subconscious reaction. I'm still pondering that. I'd really like to think that my buying decisions are made quite consciously with an eye to our budget, but I know that's not so when I remember my tendency to overspend during holiday seasons.

Now, blue is and always been my favorite color. But, I didn't know that the sight of a robin's egg blue Tiffany box made women's hearts beat faster. And, a number of stores and product lines seem to believe that sex sells while Lindstrom says not so.

The data in Buy-Ology isn't at all dry as you may find yourself on quite a few pages. And, Don Leslie's reading makes the discoveries even more enjoyable.

- Gail Cooke
Avez-vous trouvé ce commentaire utile ?
Vous voulez voir plus de commentaires sur cet article ?
Ces commentaires ont-ils été utiles ?   Dites-le-nous
Rechercher des commentaires
Rechercher uniquement parmi les commentaires portant sur ce produit

Discussions entre clients

Le forum concernant ce produit
Discussion Réponses Message le plus récent
Pas de discussions pour l'instant

Posez des questions, partagez votre opinion, gagnez en compréhension
Démarrer une nouvelle discussion
Thème:
Première publication:
Aller s'identifier
 

Rechercher parmi les discussions des clients
Rechercher dans toutes les discussions Amazon
   


Rechercher des articles similaires par rubrique


Commentaires

Souhaitez-vous compléter ou améliorer les informations sur ce produit ? Ou faire modifier les images?