Martin Lindstrom
8 key ideas, each explained in our own words.
Buyology
- IDEA 1
Brain scans reveal buying decisions
Lindstrom describes a large neuromarketing study that used brain scans to see how people react to advertising and brands. He argues that much of what drives buying happens below conscious awareness.
- IDEA 2
Warnings can increase craving
Lindstrom reports that warning labels on cigarette packets seemed to activate cravings in smokers' brains. This surprising finding questioned the warnings' effectiveness. If true, the warnings may have worked against their own goal.
- IDEA 3
Mirror neurons influence us
Lindstrom describes mirror neurons, brain cells that respond when we watch others act. Seeing others use products can make us want them. This may explain why people copy what they see others enjoying, even without noticing.
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