Satın Alma Bilimi

Kitap özeti

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.

Çoğu zaman, satın alma seçimlerimizi doğru bir şekilde değerlendirmekten tamamen aciziz, çünkü bu seçimlerin çoğu bilinçsizce gerçekleşiyor. Tüketicileri tam olarak anlamak için pazarlamacıların nöropazarlama araştırma yöntemlerini kullanarak beyni incelemeleri gerekecektir.

“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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