Buyology: Truth and Lies About Why We Buy by Martin Lindstrom is an interesting concept with a poor execution. Lindstrom is a marketing and branding expert who has worked for some of the world’s biggest companies, helping them figure out how to market their products.
Buyology is the culmination of a three year scientific study into how advertising affects people. Utilizing an fMRI (functional Magnetic Resonance Imaging), the study examines the brain patterns of over a thousand consumers. Basically, the test subjects will have certain advertising shown to them, and the fMRI will reveal which part or parts of the brain are most stimulated by the various types of advertising. Lindstrom’s focus goes beyond traditional advertising and branding to focus on subliminal advertising, product placement and sensory advertising.
I find it fascinating that there might be a biological reason behind why we choose, say, Coca-Cola over Pepsi or McDonald’s over Burger King. However, the sweeping generalizations are not presented with exceptions to these “alleged” rules. I’ve eaten at McDonald’s, and I have eaten at Burger King. I like the way McDonald’s taste better – pure and simple. It’s not because McDonald’s has better commercials or uses a color scheme my eye finds more pleasing.
Another theory Lindstrom puts forth is one of imitation. The example he uses is Croc footwear – that you may have initially thought they were the ugliest shoes you have ever seen, but after seeing thousands of people wearing them, you decide you must own them yourself. I have hated Crocs since the moment I saw them. Three years down the line, I still think they are heinous. Who are these weak-minded people that Lindstrom is talking about?
It’s an interesting theory, and one that definitely deserves some study. Unfortunately, not with this book. Lindstrom is not an engaging writer. He is something of a name-dropper and a bit of a braggart, talking about all the major companies he has worked for, exotic places he has visited, expensive travel that has been covered for him. This wouldn’t be so bad if his writing was easier to get through. Generic transitions like “in fact” and “as we saw” start every other paragraph. The ones that didn’t start that way ended with “in other words….” It is a little insulting – does every paragraph need to be summed up for us “dullards?” Ultimately, the repetitive form caused me to give up on the book halfway through.
Article comments