Buy ology in marketing

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2. About Author
 Martin Lindstrom
 Danish author
 Born 1970 (age 48 years), Kingdom of
Denmark
 Occupation: Author , Speaker, Marketer
 Organization founded: Buyology Inc
His first title written for consumers
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5. About Book :
The “Buyology” book written by Martin
Lindstrim to synthesis results of Neuro-
marketing Study.
What is Neuro-marketing
• Convergence of medical, knowledge
technology and marketing
• Uncovers what our brains really wants
from companies
• Enables companies to deliver what we
from companies to deliver what we want
to us
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6. Lindstrom writes of the
“Largest Neuro-
marketing Study Ever
Conducted” involving
brain scans using fMRI
(functional Magnetic
Resonance Imaging) and
SST measuring electrical
activity inside the brain
which he claims to be
the solution to all current
advertising dilemmas
and the answer to
predicting whether
advertising campaigns
will be successful in the
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7. Buy.ology ??
What Is
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8. Buy.ology-Truth and lies about
what we buy
Buy.ology includes the subconscious thoughts,
feelings and desire that drive purchasing decisions.
“Buyology”- How we understand our brain’s
response to advertising, is the key to why we buy.
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9. Findings
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10. 1. Cigarette Health Warnings
Stimulate Smoking
Scary isn’t it?
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11. Findings:
According to renowned neuro-marketer Martin Lindstrom , the
“craving spot” of your brain would actually be stimulated by
these visceral warnings.
In other words, you’ll
feel like smoking more –
not less!
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12. 2. Product Placement Almost
Never Work
THIS MUST BE THE PLACE
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13. Findings:
Lindstrom’s research showed that almost all product placements are
ineffective
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“ The only product placements that DID produce
such effects were those which were heavily
integrated into the content and actually made sense
in their context.”

14. Through immersive placements – for example, contours of the
studio sofas resembling a Coke bottle, or glasses of Coke
provided to the judges – the beverage brand achieved the best
recall. This was followed by Cingular, which was mentioned each
time viewers called in to vote for their favorite contestant.
Unfortunately, Ford’s advertisements during the break actually
led to poorer recall than before.
We can take the example from the
experience of Coca-Cola, Cingular, and
Ford Motors, each of which invested
millions in sponsoring American Idol.
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15. In Pakistan Idol
Pepsi follow the
strategy of coca cola
That’s why in the presence
of other sponsors we can
only remember PEPSI
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16. 3. Subliminal Messaging
I can’t see clearly now
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17. A subliminal message is a signal or
message designed to pass below (sub)
the normal limits of perception
They are stimuli that lie below our
threshold of conscious
awareness.
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“We can’t perceive a subliminal
message, even if we’re looking for
it.”

18. Aims to encourage the purchase of
the product through subtle effects
that are not normally visible to the
naked eye.
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19. Findings:
• The experiment
Subjects were exposed to a millisecond image of either a smiley face
or an unhappy face before pouring and paying for a drink.
• The result
Those who viewed the happier face poured more drink and were
willing to pay almost twice as much for the drink as those who saw
the unhappy face
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20. Stores who play music with “just buy it”
subliminally have 15% higher sales.
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21. 4. Mirror Neurons
I WILL HAVE WHAT SHE IS HAVING
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22. A mirror neuron is a
neuron that fires both when an
person/animal acts and when
they observes the same action
performed by another.
Thus, the neuron "mirrors" the
behavior of the other, as
though the observer were itself
acting.
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There are bundles of cells in the human
brain called mirror neurons that activate
when you observe or perform an action.

23. Findings:
Research showed that, when people see someone perform
an action on video, image or live they will think they just
performed the action themselves.
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24. Example:
Celebrity Endorsement
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25. People wants to be like the celebrities
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26. Lets Experience Mirror Neuron
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