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How much do we know about why we buy? What truly influences our decisions in today's message-cluttered world? An eye-grabbing advertisement, a catchy slogan, an infectious jingle? Or do our buying decisions take place below the surface, so deep within our subconscious minds, we're barely aware of them?

In BUYOLOGY, Lindstrom presents the astonishing findings from his groundbreaking, three-year, seven-million-dollar neuromarketing study, a cutting-edge experiment that peered inside the brains of 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. His startling results shatter much of what we have long believed about what seduces our interest and drives us to buy. Among the questions he explores:

Does sex actually sell? To what extent do people in skimpy clothing and suggestive poses persuade us to buy products?
Despite government bans, does subliminal advertising still...

Foreword Paco underhill vii

Introduction 1

1 A rush of blood to the Head: The Largest Neuromarketing Study Ever Conducted 7

2 This must be The Place: Product Placement, American Idol, and Ford's Multimillion-Dollar Mistake 37

3 I'll have what She's having: Mirror Neurons at Work 53

4 I can't see clearly now: Subliminal Messaging, Alive and Well 68

5 Do you believe in Magic?: Ritual, Superstition, and Why We Buy 88

6 I say a Little prayer: Faith, Religion, and Brands 107?

7 why did I choose you?: The Power of Somatic Markers 128

8 A sense of wonder: Selling to Our Senses 141

9 And the answer is?: Neuromarketing and Predicting the Future 166

10 Let's Spend the Night together: Sex in Advertising 177

11 Brand New Day: The Future of Marketing and Advertising 194

12 Conclusion: Good Times, Bad Times 206

Appendix 219

Acknowledgments 223

Notes 229

Bibliography 239

Index 245

How much do we know about why we buy? What truly influences our decisions in today's message-cluttered world? An eye-grabbing advertisement, a catchy slogan, an infectious jingle? Or do our buying decisions take place below the surface, so deep within our subconscious minds, we're barely aware of them?

In BUYOLOGY, Lindstrom, who was voted one of Time Magazine's most influential people of 2009, presents the astonishing findings from his groundbreaking, three-year, seven-million-dollar neuromarketing study, a cutting-edge experiment that peered inside the brains of 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. His startling results shatter much of what we have long believed about what seduces our interest and drives us to buy. Among the questions he explores:

Does sex actually sell? To what extent do people in skimpy clothing and suggestive poses persuade us to buy products?
Despite government bans, does subliminal advertising still surround us ? from bars to highway billboards to supermarket shelves?
Can "Cool" brands, like iPods, trigger our mating instincts?
Can other senses ? smell, touch, and sound - be so powerful as to physically arouse us when we see a product?
Do companies copy from the world of religion and create rituals ? like drinking a Corona with a lime ? to capture our hard-earned dollars?

Filled with entertaining inside stories about how we respond to such well-known brands as Marlboro, Nokia, Calvin Klein, Ford, and American Idol, BUYOLOGY is a fascinating and shocking journey into the mind of today's consumer that will captivate anyone who's been seduced ? or turned off ? by marketers' relentless attempts to win our loyalty, our money, and our minds.