Presentation for Client Leadership - Buy.ology


Published on

Published in: Health & Medicine, Business
  • Be the first to comment

  • Be the first to like this

Presentation for Client Leadership - Buy.ology

  1. 1. ‘ Buy.ology - How everything we believe about why we buy is wrong’. Heather Martin
  2. 2. Contents: <ul><li>About Buy.ology </li></ul><ul><li>Most important points in each chapter </li></ul><ul><li>What I found interesting about the book </li></ul><ul><li>What I didn’t find interesting about the book </li></ul>
  3. 3. About Buy.ology <ul><li>Buy.ology is ‘the subconscious thoughts, feelings, and desires that drive the purchasing decisions we make each and every day of our lives’. </li></ul><ul><li>Neuromarketing is not a tool to ‘subjugate the mind and use it for commercial gain’ rather to ‘help us decode what we as consumers are already thinking about when we’re confronted with a product or a brand – and sometimes even to help us uncover the underhanded methods marketers use to seduce and betray us without our even knowing it’. </li></ul>
  4. 4. fMRI SST
  5. 5. Chapter One: A rush of blood to the head <ul><li>The largest Neuromarketing study ever conducted. </li></ul><ul><li>2,081 volunteers 32 chosen for study </li></ul><ul><li>What was Lindstrom doing? </li></ul><ul><ul><li>He was hoping to use fMRI technology to reveal the hidden truths behind how branding and marketing messages work on the human brain, how our truest selves react to stimuli at a level far deeper than conscious thought, and how our unconscious minds control our behaviour. </li></ul></ul>
  6. 6. Experiment Background and Details: <ul><li>Other warnings: </li></ul><ul><li>Giorrú saoil tobac a chaitheamh – Smokers die younger </li></ul><ul><li>Nuair a chaitear tobac, tachtar na hartairí agus is é cúis le taomanna croí agus strócanna – Smoking clogs the arteries and causes heart attacks and strokes </li></ul><ul><li>Caitheamh tobac is cúis le hailse scamhóg mharfach – Smoking causes fatal lung cancer </li></ul><ul><li>Má chaitheann tú tobac le linn toirchis, déantar díobháil don leanbán – Smoking when pregnant harms your baby </li></ul><ul><li>Cosain leanaí: ná cuir iallach orthu do chuid deataigh a análú – Protect children: don’t make them breathe your smoke </li></ul><ul><li>Is éasca a bheith tugtha do chaitheamh tobac, ná tosaigh leis – Smoking is highly addictive, don’t start </li></ul>
  7. 7. Pepsi vs. Coke Taste Test Tug of War
  8. 8. <ul><li>Emotions are a clear winner every time as is: </li></ul>
  9. 9. Immediate gratification or delayed reward – which would you choose? $15 $20
  10. 10. Chapter Two: This must be the place <ul><li>Product placement – what is it and why is it done? </li></ul><ul><li>Different rules for different countries </li></ul>
  11. 11. American Idol
  12. 12. Chapter Three: I’ll have what she’s having <ul><li>Video </li></ul>
  13. 13. <ul><li>YAWN </li></ul>
  14. 14. <ul><li>How do they impact on buying behaviour? </li></ul><ul><li>Purchasing decision </li></ul><ul><li>Ways used to ‘trick’ you into buying </li></ul>
  15. 15. Chapter Four: I can’t see clearly now
  16. 16. Subliminal Advertising? 1990 Pepsi Cans 2006 KFC Buffalo Snacker
  17. 17. Harvard Experiment: <ul><li>Harvard 1999 </li></ul><ul><ul><li>47 people aged 60-85 divided into two groups </li></ul></ul><ul><ul><li>Positive and Negative words </li></ul></ul>
  18. 18. Smokers & Imagery <ul><li>Are smokers affected by imagery that lies beneath their level of consciousness? </li></ul><ul><li>Can cigarette cravings be triggered by images tied to a brand of cigarette but not explicitly linked to smoking – say the sight of a Marlboro red Ferrari or a camel riding off into a mountainous sunset? </li></ul><ul><li>Do smokers even need to read the words Marlboro or Camel for their brains craving spots to compel them to tear open a cigarette pack? </li></ul><ul><li>Is subliminal advertising, those secretly embedded messages designed to appeal to our dreams, fears, wants, and desires at all effective in stimulating our interest in a product or compelling us to buy? </li></ul>
  19. 19. Chapter Five: Do you believe in magic? <ul><li>Rituals </li></ul><ul><ul><li>All to do with gaining control </li></ul></ul><ul><ul><li>Brands use it to their advantage </li></ul></ul><ul><li>Fears </li></ul><ul><ul><li>13 & 4 are unlucky numbers in different cultures </li></ul></ul><ul><li>Superstitions </li></ul>
  20. 20. Chapter Six: I say a little prayer <ul><li>Religion vs. Brands: </li></ul><ul><li>Two different experiments </li></ul><ul><ul><li>‘ Nun Study’ & Brand Study </li></ul></ul><ul><li>All different religions have 10 common pillars underlying its foundations - a sense of belonging, a clear vision, power over enemies, sensory appeal, storytelling, grandeur, evangelism, symbols, mystery and rituals. Same can be applied to brands and products </li></ul>
  21. 21. Chapter Seven: Why did I choose you? <ul><li>Somatic markers – what are they? </li></ul><ul><li>Advertisers try and create these </li></ul>
  22. 22. Chapter Eight: A sense of wonder <ul><li>Visual ‘in-your-face’ advertising = largely a waste of time & money for advertisers </li></ul><ul><li>Sensory Branding: </li></ul><ul><ul><li>Appeals to: </li></ul></ul><ul><ul><ul><li>Sight </li></ul></ul></ul><ul><ul><ul><li>Smell </li></ul></ul></ul><ul><ul><ul><li>Touch </li></ul></ul></ul><ul><ul><ul><li>Sound </li></ul></ul></ul>
  23. 23. Chapter Nine: And the answer is….. <ul><li>Quizmania! </li></ul>
  24. 24. Chapter 10: Let’s spend the night together <ul><li>Does sex sell? </li></ul><ul><li>Does beauty sell – are models more effective than using ‘real people’? </li></ul>
  25. 25. What I found interesting: <ul><li>Lindstrom’s use of examples throughout the book made it very easy to understand everything. </li></ul><ul><li>Rituals, fears & superstitions. </li></ul><ul><li>Smoking experiments. </li></ul>
  26. 26. What I didn’t find interesting: <ul><li>Very repetitive – he starts with an experiment, explains the concept, gives examples, goes back to experiment and gives results. </li></ul>