secondhand Buy-ology book used, marketing and consumer psychology

Used • Language: Greek

#book • #bestseller • #marketing • #neuromarketing • #buyology

Buy-ology, The Biology of Consumption - Martin Lindstrom, book Esoptron editions

🟣The book "Buy-ology: The Biology of Consumption" (original title: Buyology: Truth and Lies About Why We Buy) by top marketing expert Martin Lindstrom is one of the most recognized works worldwide in the field of neuromarketing. The book is based on pioneering, multi-year scientific research involving over 2,000 volunteers from around the world. Using advanced brain imaging technologies (such as fMRI and SST), the author analyzed the subconscious reactions of the human brain to advertising stimuli and brands.

🟣Key Details of the Edition
Author: Martin Lindstrom
Greek Publisher: Esoptron Publications
Number of Pages: 308
ISBN: 9789606765438
Category: Marketing, Consumer Psychology, Economics

🟣Main Themes & Questions Addressed
The book proves that consumers are not as rational as they think, as 90% of purchasing decisions are made subconsciously. Some of the most striking questions it examines include:
The failure of warnings: Why do shocking anti-smoking campaigns on cigarette packs, instead of deterring, activate the desire center (nucleus accumbens) in smokers' brains?
The battle of brands: Why do consumers say in blind tests that they prefer the taste of Pepsi but continue to buy Coca-Cola?
Sex in advertising: Does sex really sell? Lindstrom shows that it often distracts from the product itself, reducing brand recall.
The power of senses: How subconscious stimuli, like the smell of melon or specific sounds, dramatically increase sales.

🟣Main Conclusions (Takeaways)
Brands and Religion: Powerful brands (e.g., Apple, Harley-Davidson) activate the same brain areas as religious symbols.
Mirror Neurons: We are biologically programmed to imitate others. When we see someone wearing or using a product, our brain urges us to acquire it.
Subliminal Advertising: Logos lose their power. Companies now use colors, shapes, and sounds associated with the brand without displaying its name.

🟣Who It Is For
Marketing and advertising professionals who want to understand how to create more effective campaigns.
Entrepreneurs aiming to build a strong identity for their brand.
Ordinary consumers who want to recognize the psychological traps of companies and shop more consciously.

Book, used in very good condition. €12.00