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Buyology: How Everything We Believe About Why We Buy is Wrong by Martin Lindstrom

Buyology: How Everything We Believe About Why We Buy is Wrong by Martin Lindstrom

Rs. 199.00
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Book Summary

Buyology delves into the unseen forces that shape our buying decisions—revealing that our consumer behavior is driven far more by subconscious reactions than by deliberate reasoning. Lindstrom presents findings from a three-year, multimillion-dollar neuromarketing study involving over 2,000 participants across multiple countries, using tools like fMRI brain scans to observe how people truly react to marketing stimuli. Among the eye-opening insights are:

  • Graphic anti-smoking campaigns may increase cravings rather than deter them.

  • Sexual imagery in ads often distracts rather than sells—sex alone sells sex, not the product.

  • Sensory branding—incorporating sight, sound, smell, touch, and taste—activates deep-seated consumer responses more powerfully than logos alone .

  • Our brains process brands in ways similar to religious symbols—engaging ritual, identity, and emotional resonance 

  • Mirror neurons and emotional “somatic markers” play significant roles in habitually selecting one brand over others—even without conscious awareness .

In essence, Lindstrom argues that roughly 90% of consumer decisions arise from non-conscious brain processes, underscoring how flawed traditional marketing research (based solely on surveys) can be.

About the Author

Martin Lindstrom is a Danish branding expert, author, and global speaker, recognized by Time as one of the world's 100 most influential people. As founder and chairman of Buyology Inc. and Brand Sense Agency, he advises top-tier global brands like Disney, Procter & Gamble, and Nestlé. Buyology marked his first consumer-oriented work and earned a spot on the New York Times bestseller list. Lindstrom regularly contributes to Fast Company, Time, and Harvard Business Review, and has authored several other influential books—including Sm­­all Data, Brandwashed, and BRANDsense

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