LINDSTROM BUYOLOGY EN PDF

However, only some ads actually motivate us to whip out our wallets. Using cutting-edge neuromarketing methods, Buyology answers that question and explores the hidden motivations behind our purchasing decisions. Key idea 1 of 9 Mirror neurons influence our buying decisions without our control. Why is it that whenever someone else yawns we have the uncontrollable urge to do the same? It all comes down to mirror neurons.

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However, only some ads actually motivate us to whip out our wallets. Using cutting-edge neuromarketing methods, Buyology answers that question and explores the hidden motivations behind our purchasing decisions.

Key idea 1 of 9 Mirror neurons influence our buying decisions without our control. Why is it that whenever someone else yawns we have the uncontrollable urge to do the same? It all comes down to mirror neurons. Essentially, we reenact in our minds whatever we observe others doing. Companies seek to exploit our mirror neurons with their advertising to entice us to buy. The rush we get from making purchases can be explained by our evolution. We consider purchases to be an indicator of an increase in social status, which in turn increases our reproductive chances.

Key ideas in this title Mirror neurons influence our buying decisions without our control. Somatic markers affect the way we perceive products.

Marketers increasingly use fear to sell us their products, and it works. Subliminal messaging is used quite often in marketing and it induces us to buy. Counterintuitively, disclaimers and health warnings actually increase sales. Strong brands use some of the same strategies as major religions to ensure loyalty.

Do sexual references in advertising work? Not the way we think they do. Neuromarketing has the power to fundamentally change the way we conduct market research. Final summary.

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“Buyology”, por Martin Lindstrom

This body of research is surely the biggest compilation of neuromarketing data ever, and the results are always fascinating and sometimes surprising. This applied not only to the rather subtle messages on US packaging, but even packages that included bold text and gruesome disease photos. None, zero, nada. The very warnings intended to reduce smoking might well be an effective marketing tool for Big Tobacco! Product Placements Almost Never Work. With this approach, even if viewers avoid watching any second spots, they can still see the stars of the show typing on an Apple Computer, drinking a Pepsi, and so on. Using EEG testing, they found that typical product placements caused no increase in brand recall.

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Era consciente de que descubrir lo que sucede en nuestro cerebro cuando elegimos una marca frente a otra era crucial para sentar las bases del marketing del futuro. El neuromarketing puede beneficiarnos a todos. Si en la pantalla del ordenador se detecta un pico abrupto en la corteza perifrontal izquierda de uno de ellos, puede significar que los chocolates Kit Kat le agradan o le apetecen. La esencia del atractivo del Mini Cooper estaba en que el cerebro lo registraba como un rostro agradable. Hay dos explicaciones posibles para esto. Desde hace tiempo, Martin Lindstrom albergaba la sospecha de que las estrategias tradicionales de publicidad y marketing, como los anuncios y la publicidad por emplazamiento, no funcionaban.

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Buyology de Martin Lindstrom – les points clés du livre

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