Buyology (豆瓣)

副标题: Truth and Lies About Why We Buy
ISBN: 9780385523882
页数: 256 页
定价: USD 24.95
出版社: Doubleday Business
装帧: Hardcover
出版年: 2008-10-21

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简介 · · · · · ·

　　Editorial Reviews
　　Review
　　"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... (展开全部) 　　Editorial Reviews
　　Review
　　"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
　　“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
　　Product Description
　　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 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 his finding:
　　Gruesome health warnings on cigarette packages not only fail to discourage smoking, they actually make smokers want to light up.
　　Despite government bans, subliminal advertising still surrounds us – from bars to highway billboards to supermarket shelves.
　　"Cool” brands, like iPods trigger our mating instincts.
　　Other senses – smell, touch, and sound - are so powerful, they physically arouse us when we see a product.
　　Sex doesn't sell. In many cases, people in skimpy clothing and suggestive poses not only fail to persuade us to buy products - they often turn us away .
　　Companies routinetly 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. Includes a foreword by Paco Underhill.　　

豆瓣成员常用的标签(共8个) · · · · · ·

营销心理(4) 营销(2) Englishwork(1) marketing(1) original(1) 商业(1) 心理学(1) 经济(1)

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Superficial and Misleading
paranoid(on my own)

It is definitely an eye-catcher, given the fancy title and wide press report. However, readers can find little analysis beyond dazzling phenomena. This ......

2009-09-23

新手
onepiece

我是这里的新手也是生意上的新手我本身很喜欢心理学，，，因为在我看来消费和心理学史有极大的联系的，，，我以前看过消费者消费行为学超赞的，，，，俗话说 “知己知彼”。。“攻心”。。。说的就是心理学的吧。。，我也没看过这本书但是很想看，，，我是在他的官网上看了一些free的章节，，，co......

2009-09-02 1/1有用

对营销神经学有兴趣的人可以看看
A Story Teller(我终于变成了你)

其实已经出了中文版了，中文版的翻译还行，只是有很少很少的一些翻译偏差。 Lindstrom总体感觉文笔比较啰嗦，与Jon Steel的书比起来，还是差一个等级。但如果作为神经营销学的入面门，还算可以，至少它把前人的做的经典案例都放进去了。或者可以看成，这是一本从另一个角度了解生活真相，让我们生活得更好的书......

2009-04-10