About book Buyology: Truth And Lies About Why We Buy And The New Science Of Desire (2008)
To be fair, I didn't even come close to finishing this book, so maybe it got way better past the point where I stopped reading. But I doubt it. The author is pretty terrible, filling up page after page with filler, attempted "aha moments" that fall flat, and "impressive" anecdotes about himself. The first couple chapters were bad enough to convince me that continuing on would be a waste of time and effort. Very interesting book, talks about neuromarketing, the study of brain function to test the consumer's reaction to promotions, It is so much powerful and accurate more than traditional quan and qual research, I enjoyed reading the success and failure cases throughout the book, like the following:- Warning signs and photos placed on cigarettes packs actually stimulates a part of your brain to smoke more, that's why brands use it as a powerful marketing tool.-The Pepsi challenge case, asking consumers to take a sip test to tell which tastes better, coke or pepsi, and the results came in favor of Pepsi, but when they knew which is coke and which is pepsi, the brain got engaged emotionally and the respondents' answers changed to Pepsi.- Products placements are successful, if only they were implemented right and were relevant to the story, like Hershey's in ET and RayBan in Top Gun, they even weaken your memory to traditional ads, makes you remember only integrated products.-Mirror neurones are the main reason why we get attracted to some behaviours or products and make you feel them as if you are experiencing them, like observing someone eating ice cream, yawning or the way you look at maniquins and feeling you will look like her if you just wore the same clothes it is wearing.-Smelling sense is much more powerful than the sight, thats why supermarkets put bakeries in their entrance to influence shoppers not only bakeries but other products as well, bec it has been proved that the smell of bakeries increases the consumer's appetite - sex doesn't sell as expected, because it takes away the attention from the brand, people usually remember sexual appeals and forget the name of the brand, however in some cases mirror neurones play an important tole in making you remember the brand name, like imagining yourself being like one of the VSecret's angels if you wore of one its lingeries.
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un tema para ponerse alerta y conocer mas en profundidad
—Nicole
