Post by emonseo45 on May 15, 2024 3:31:02 GMT -6
covering multiple findings on the stimuli that reach various parts of the human brain and how they influence our daily consumer behavior. In this book, Martin Lindstrom tries to introduce the reader to the behind-the-scenes research that explains why a certain product is popular or not and shows how people's brains react to many stimuli in advertising. Real examples of neurological research are provided to dispel myths such as the influence of sex on consumer thoughts.If you are considering buying this book, check it out here. Understanding the Logic of Consumption Before delving into this topic, it is important to emphasize that there are two ways that we mortals buy certain products: impulse or need. – I bought new sneakers because my old ones had holes in the soles and I needed them to work. Need! – I bought new sneakers because they had a discount and I couldn't miss it. Impulse! Have you ever thought about what makes you decide to buy a product? When did you come to the conclusion that you need to buy that piece of chocolate in the supermarket, that book with an interesting theme, or even the moment when you decided that car is the best for you? Of course, part of our choices are made based on our needs by comparing prices, but a lot of them are also made unconsciously, that is, stimuli reach our brains and awaken an interest in a certain product.
In this context, Lindstrom realized the need to delve deeper into the mind of consumption and understand how the brain reacts to the stimulation of advertising ads and products. This is how neuroscience came into bein Syria Email List g. To do this, we used the Steady State Topography, a state-of-the-art device that measures the electrical activity of the brain in real time, allowing us to analyze whether the brain reacts with feelings of pleasure, contempt, rejection, etc. after seeing an ad. With these results, it is possible to understand what people really think about a certain product, because when we apply a questionnaire, the answers may not reflect the real thoughts, but when we analyze the brain, the answers are accurate. In the course of his research, in order to gain a deeper understanding of consumer behavior, Lindstrom set himself the challenge of studying the human brain. Three years later, after spending seven million dollars, he succeeded in bringing together a series of knowledge in the book The Logic of Consumption. Modern Cult One of Lindstrom's most controversial arguments is that brands occupy a similar space in our minds as religion. He believes that, like religious beliefs, brands can evoke a strong sense of loyalty and belonging in consumption.
This is evidenced by brain imaging studies that show similar neural activity when people are exposed to religious icons and famous brand logos. The Sensory Influence on Consumption Lindstrom also delves into the world of sensory stimuli and their surprisingly powerful influence on purchasing behavior. From the smell of a new car to the distinctive sound of a soda being opened, these stimuli trigger emotional responses that influence our purchasing decisions in subtle but powerful ways. He explains how successful companies use these sensory triggers to build a deeper, more emotional connection with consumers. Information Overload In a world saturated with advertising, Lindstrom provides evidence that traditional advertising may not be as effective as previously thought. He argues that, faced with a constant stream of advertising messages, consumers have become conditioned to ignore or even avoid these persuasive attempts. In contrast, strategies that build a more organic and less intrusive connection with consumers tend to be more successful. The Final Frontier in Neurology Lindstrom believes that the solution lies in neurology, which is based on understanding the true drivers of consumer behavior - emotions and subconscious reactions.