Premium Essay

Buyology

In: Business and Management

Submitted By eguerrero1976
Words 66056
Pages 265
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CONTENTS

TITLE PAGE
FOREWORD BY PACO UNDERHILL
INTRODUCTION

1: A RUSH OF BLOOD TO THE HEAD
The Largest Neuromarketing Study Ever Conducted
2: THIS MUST BE THE PLACE
Product Placement, American Idol , and Ford’s Multimillion-Dollar Mistake
3: I’LL HAVE WHAT SHE’S HAVING
Mirror Neurons at Work
4: I CAN’T SEE CLEARLY NOW
Subliminal Messaging, Alive and Well
5: DO YOU BELIEVE IN MAGIC?
Ritual, Superstition, and Why We Buy
6: I SAY A LITTLE PRAYER
Faith, Religion, and Brands
7: WHY DID I CHOOSE YOU?
The Power of Somatic Markers
8: A SENSE OF WONDER
Selling to Our Senses
9: AND THE ANSWER IS…
Neuromarketing and Predicting the Future
10: LET’S SPEND THE NIGHT TOGETHER
Sex in Advertising
11: CONCLUSION
Brand New Day
APPENDIX
ACKNOWLEDGMENTS
NOTES
BIBLIOGRAPHY
ABOUT THE AUTHOR
COPYRIGHT

FOREWORD
PACO UNDERHILL

It was a brisk September night. I was unprepared for the weather that day, wearing only a tan cashmere sweater underneath my sports jacket. I was still cold from the walk from my hotel to the pier as I boarded the crowded cruise ship on which I was going to meet Martin Lindstrom for the first time. He had spoken that day at a food service conference held by the Gottlieb Duttweiler Institute, the venerable Swiss think tank, and David Bosshart, the conference organizer, was eager for us to meet. I had never heard of Martin before. We moved in different circles. However, I had seen BRANDchild, Martin’s latest book, in the JFK airport bookstore before I flew into Zurich.
Anyone seeing Martin from twenty feet away might mistake him for someone’s fourteen-year-old son, being dragged reluctantly to meeting after meeting with his father’s overweight graying business associates. The second impression is that...

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