Buyology

Book summary

Martin Lindstrom is a Danish marketing consultant, author, and public speaker known for his work in the fields of branding, consumer behavior, and marketing strategy. He is recognized for his expertise in helping companies understand and connect with consumers in innovative ways.

Many times, we are completely incapable of accurately evaluating our purchasing choices, as the majority of these choices occur unconsciously. To fully understand consumers, marketers will have to examine the brain by utilizing neuromarketing research methods.

“When we brand things, our brains perceive them as more special and valuable than they actually are.”

“When people cry, it creates a “bookmark” in their brains—it is a moment, or experience, they are unlikely to forget.”

“As you might imagine, our brains are adept at filtering out irrelevant information. Emotion gets out attention through our senses-which then influence out decision-making processes. Brands that create an emotional connection to consumers are much stronger than those that don't- it's as simple (and complicated) as that.”

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