20: Buy-ology

The author states that there have only been two significant published neuromarketing experiments to date: Montague's "Pepsi Challenge" (to be discussed in chapter 22) and Lindstron's Buy-ology, which will be considered here.

Lindstrom's 2005 book, "Brand Sense," examines the notion of perception through the various senses (including taste and smell, which are often neglected) and the way that this can be leveraged for effective marketing - to borrow upon existing associations to build a brand, and create associations to a brand.

"Buy-ology" is his second book, based on an extensive experiment involving MRI scans to determine the reaction of individuals to images, sounds, scents, and tactile sensations - and which counters much of what is commonly believed to hold true.

(EN: The remainder of this short chapter is a book review with a lot of excerpts that are mere sound-bbites, which I'll skip, but it's compelling enough to add Lindstrom to my reading list, to get these details from the original source.)