Nákupologia - truth and lies about why we buy

The traditional advertising passé? Martin Lindstrom says in this book that this really is. It builds on the research carried out with a team of neurologists, two thousand volunteers and seven million dollars. The so-called neuromarketing, around which all revolves Nákupologie, struggling popular marketing and advertising practices, beliefs and superstitions handed down from generation to generation.

In the book, for instance, read that:

• health warnings on cigarette packs not only dissuade smokers, but rather they produce a desire for another cigarette,
• product placement (product placement in film or series) does not work,
• so-called mirror neurons may be your desire to have just what you shall see often,
• if you are to your product offering ritual, you won by.

If you are also wondering what role sex plays in advertising, subliminal perception, or how we can affect the sound or smell, hold in your hands the right book. As the author gives some very surprising conclusion: "One can lie, but not his brain."

The book is divided into the following chapters:

1. When blood spills into the head - neuromarketingová The largest study that has ever been done
2. This is the right place - Product placement, American Idol and error, which cost Ford millions
3. Have what others have - How do mirror neurons
4. I see quite clearly now - Subliminal, full and well
5. Do you believe in magic? - Rituals, superstitions and our purchases
6. Little Prayer - Faith, religion and symbols
7. Why I chose you? - The power of somatic markers
8. Miraculous senses - Focus on the senses
9. And the answer is ... - neuromarketing and predicting the future
10. We spend night together? - Sex in advertising
11. Conclusion - A brand new day

Martin Lindstrom is one of the most respected marketing gurus in the world. Every year she spends three hundred days on the road, which is divided into a total audience of millions with their groundbreaking methods. Consults and advises top managers of companies such as McDonald's Corporation, Procter & Gamble, Nestlé, Microsoft, Walt Disney and GlaxoSmithKline. He was cited on page Financial Times, USA Today and many other periodicals. His previous book, BRAND sense magazine named Wall Street Journal as one of the ten best marketing books that have ever been issued.

Original book in English:

• Lindsrtom, M. Buyology: Truth and lies about why we buy . Doubleday Business, New York, 2008, p. 256, ISBN-13: 978-0385523882

Czech translation of the book:

• Lindsrtom, M. Nákupologie: Truth and lies about why we buy. Computer Press, Prague, 2009, p. 232, ISBN: 978-80-251-2396-6