Truth and Lies about What We Buy

While on a trip to Yuma this weekend, I listened to _Buyology:  Truth and Lies about What We Buy_ by Martin Lindstrom.  In it he explains why traditional surveys and focus groups are not helpful in determining what and why people will buy.  Rather, he says neuro-marketing – a science that looks at how the brain reacts when exposed to a new product or concept indicates the true feelings of people as they consider purchasing or not purchasing a new product.  For example one indicator was  somatic markers (sensory rememberances lodged in the body and often remembered in the non-conscious mind). These will  often make or break how a person views a product.  An example- while most people cannot recall the ”brand” or logo of Johnson and Johnson- they remember vividly (and with pleasure) the smell of Johnson and Johnson’s baby powder.  When exposed to this smell in a baby product aisle, they are more likely to purchase not only powder but other baby products.  I highly recommend this book.