downloadology: Truth and Lies About Why We download - PDF EBOOK EPUB mltkrma. 5 Pages·· Book Summary downloadology en osakeya.info 18 Pages·· . It is Martin Lindstrom and he's got another great book. key to unlocking what I call our downloadology—the subconscious thoughts, feelings, and. osakeya.info - Free download as PDF File .pdf), Text File .txt) or read online In various parts of the book, the author explores elements of the brain's activities.
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Editorial Reviews. From Publishers Weekly. Through extensive and expensive research, Want to know our Editors' picks for the best books of the month?. 𝗣𝗗𝗙 | Neuromarketing is an important development in the field of Author and marketing guru Martin Lindstorm's bestselling book “downloadology -. Based on the largest neuromarketing study ever conducted, downloadology downloadology unveils the results of marketing guru Martin Lindstrom's pioneering three-.
WordPress Shortcode. Published in: Full Name Comment goes here. Are you sure you want to Yes No. Be the first to like this. No Downloads. Views Total views. Actions Shares. Embeds 0 No embeds. No notes for slide. Book details Author: Martin Lindstrom Pages: Crown Business Language: We put in a nutshell: what Martin Lindstrom discovered, and how that affects the business world. And Why? In other words, we believe that is very well suited for all people, and thus answers the cry for help of everyone.
He is highly skilled in consumer behavior, and what brands should do to maximize their ROI Return on Investment. Martin and his team of experts realized that by utilizing fMRI and EEG technologies, you could read the minds of the customers and see how they react to specific changes. In other words, Lindstrom dropped a research bomb, in which he collected a massive amount of neuromarketing data. They discovered something extraordinary, a real breakthrough in terms of sales , which seemed too good to be true.
Neuromarketing was a neglected term, a concept that was never under surveillance. The main idea was to discover how the brain reacts and does it responds to a different marketing stimulus.
Are those incentives strong enough for the customer to change directions? Indeed, we are inclined to agree, that escaping from the endless cycle of decision-making is a fictional conclusion. Are we leaning to one concept or the other? Do we rely on intuition, or the inner voice, before we put the product in the bag?
The problem was that we are better at collecting data than doing anything with it. In the nineties the offices of many market researchers were stacked with printouts, whether on television ratings and viewing, scanner data from sales research, or the results of thousands of phone interviews. We learned that soccer moms between the ages of 28 and 32, driving late model minivans and living in small towns, prefer Jif two to one over Skippy.
What do we do with the information? As one cynical friend suggested, we are looking to get beyond the so what, big deal, and what-can-I-do-with-this information test. Science and marketing have historically had a love-hate relationship. In the s academicians ventured out of their ivory towers and began collaborating with advertising agencies.
Making moms feel good about feeding their children Jell-O, or deconstructing why a sexy sports car in the front of the Ford dealership sold Plain Jane sedans off the back lot. Much of it was simple and logical. Applying it was easy with three major television channels and roughly a dozen popular magazines. The relationship started unraveling when stuff just went wrong. In the fifties, in spite of the best brains and a very healthy marketing budget, the Edsel flopped.
Thirty years later New Coke tanked. For the past three decades the science in market research was more about higher math than psychology. Statistical relevance, sample size, standard deviation, Z-tests and T-tests and so on. The absolutes of math are somehow safer. I like to think that the modern market researcher is in the business of making his clients better gamblers by seeking to cut the odds. Call it a cross between scientist and crystal ball reader: someone fast enough to get it right and with enough gift of gab to tell a believable story.
This book is about the new confluence of medical knowledge and technology and marketing, where we add the ability to scan the brain as a way of understanding brain stimulations. What part of the brain reacts to the Coca-Cola logo? How do we understand what part of sex sells?
From fishing villages in Japan to locked corporate boardrooms in Paris to a medical laboratory in Oxford, England, Martin has a treasure chest of fascinating insights to impart and stories to tell. Will we be able to watch sexual stimulus migrate to different parts of the brain as procreation and pleasure get further unhooked? Which is why, each and every day, all of us are bombarded with dozens, if not hundreds, of messages from marketers and advertisers.
Highway billboards. Internet banner ads. Strip mall storefronts. Brands and information about brands are coming at us constantly, in full speed and from all directions. Point is, our brains are constantly busy collecting and filtering information.
Some bits of information will make it into long-term storage—in other words, memory—but most will become extraneous clutter, dispensed into oblivion. The process is unconscious and instantaneous, but it is going on every second of every minute of every day. So why did I take time out of my already time-starved schedule to launch the most extensive study of its kind ever conducted?
I realized that, to clumsily paraphrase my countryman Hamlet, something was rotten in the state of advertising. Too many products were tripping up, floundering, or barely even making it out of the starting gate. As a branding advisor, this nagged at me to the point of obsession. I wanted to find out why consumers were drawn to a particular brand of clothing, a certain make of car, or a particular type of shaving cream, shampoo, or chocolate bar.
The answer lay, I realized, somewhere in the brain. And I believed that if I could uncover it, it would not only help sculpt the future of advertising, it would also revolutionize the way all of us think and behave as consumers. No idea. I just did. Which is why I embarked on what would turn out to be a three-year-long, multimillion-dollar journey into the worlds of consumers, brands, and science.
It feels like the ultimate intrusion, a giant and sinister Peeping Tom, a pair of X-ray glasses peering into our innermost thoughts and feelings. Could it even, the organization asks in a petition sent to the U. Of course, as with any newborn technology, neuromarketing brings with it the potential for abuse, and with this comes an ethical responsibility. I believe it is simply a tool, like a hammer. The same is true for neuromarketing. Sometime, in the faraway distant future, there may be people who use this tool in the wrong way.
But my hope is the huge majority will wield this same instrument for good: to better understand ourselves—our wants, our drives, and our motivations—and use that knowledge for benevolent, and practical, purposes. My belief? Because the more we know about why we fall prey to the tricks and tactics of advertisers, the better we can defend ourselves against them.
And the more companies know about our subconscious needs and desires, the more useful, meaningful products they will bring to the market. Stuff that engages us emotionally, and that enhances our lives? Seen in this light, brain-scanning, used ethically, will end up benefiting us all.
Imagine more products that earn more money and satisfy consumers at the same time. Until today, the only way companies have been able to understand what consumers want has been by observing or asking them directly. Not anymore. Imagine neuromarketing as one of the three overlapping circles of a Venn diagram.
Invented in , the Venn diagram was the creation of one John Venn, an English logician and philosopher from a no-nonsense Evangelical family. Typically used in a branch of mathematics known as set theory, the Venn diagram shows all the possible relationships among various different sets of abstract objects. In other words, if one of the circles represented, say, men, while the other represented dark hair, and the third, mustaches, the overlapping region in the center would represent dark-haired men with mustaches.
But the good news is that understanding of how our unconscious minds drive our behavior is increasing; today, some of the top researchers around the globe are making major inroads into this fascinating science.
At the end of the day, I see this book—based on the largest neuromarketing study of its kind—as my own contribution to this growing body of knowledge. Some of my findings may be questioned, and I welcome what I believe will result in an important dialogue. Though nothing in science can ever be considered the final word, I believe downloadology is the beginning of a radical and intriguing exploration of why we download.
So I hope you enjoy it, learn from it, and come away from it with a better understanding of our downloadology—the multitude of subconscious forces that motivate us to download. Barely noticing the rain and overcast skies, they clumped together outside the medical building in London, England, that houses the Centre for NeuroImaging Sciences.
Some were self-described social smokers—a cigarette in the morning, a second snuck in during lunch hour, maybe half-a-dozen more if they went out carousing with their friends at night. Others confessed to being longtime two-pack-a-day addicts. All of them pledged their allegiance to a single brand, whether it was Marlboros or Camels. In between drags, they swapped lighters, matches, smoke rings, apprehensions: Will this hurt?
George Orwell would love this. Do you think the machine will be able to read my mind? Inside the building, the setting was, as befits a medical laboratory, antiseptic, no-nonsense, and soothingly soulless—all cool white corridors and flannel gray doors.
As the study got under way I took a perch behind a wide glass window inside a cockpit-like control booth among a cluster of desks, digital equipment, three enormous computers, and a bunch of white-smocked researchers.
As the most advanced brain-scanning technique available today, fMRI measures the magnetic properties of hemoglobin, the components in red blood cells that carry oxygen around the body. You see, when a brain is operating on a specific task, it demands more fuel—mainly oxygen and glucose. So the harder a region of the brain is working, the greater its fuel consumption, and the greater the flow of oxygenated blood will be to that site. So during fMRI, when a portion of the brain is in use, that region will light up like a red-hot flare.
By tracking this activation, neuroscientists can determine what specific areas in the brain are working at any given time. Neuroscientists traditionally use this ton, SUV-sized instrument to diagnose tumors, strokes, joint injuries, and other medical conditions that frustrate the abilities of X-rays and CT scans. Neuropsychiatrists have found fMRI useful in shedding light on certain hard-to-treat psychiatric conditions, including psychosis, sociopathy, and bipolar illness.
Along with a similar sample of smokers in the United States, they were carefully chosen participants in a groundbreaking neuromarketing study who were helping me get to the bottom—or the brain—of a mystery that had been confounding health professionals, cigarette companies, and smokers and nonsmokers alike for decades.
Smoking causes fatal lung cancer. Smoking causes emphysema. Smoking while pregnant causes birth defects. Fairly straightforward stuff.
Hard to argue with. And those are just the soft-pedaled American warnings. European cigarette makers place their warnings in coal-black, Magic Marker—thick frames, making them even harder to miss. In Portugal, dwarfing the dromedary on Camel packs, are words even a kid could understand: Fumar Mata. Smoking kills. But nothing comes even close to the cigarette warnings from Canada, Thailand, Australia, Brazil—and soon the U.
Fifty percent of the time that customers asked for cigarettes, he told me. With annual sales of 1. In the Western world, nicotine addiction still ranks as an enormous concern. Smoking is the biggest killer in Spain today, with fifty thousand smoking-related deaths annually. In the U. Are smokers selectively blind to warning labels? Are they showing the world some giant act of bravado?
Do they secretly believe they are immortal? Or do they know the health dangers and just not care? It was twenty-five times larger than any neuromarketing study ever before attempted.
Using the most cutting-edge scientific tools available, it revealed the hidden truths behind how branding and marketing messages work on the human brain, how our truest selves react to stimuli at a level far deeper than conscious thought, and how our unconscious minds control our behavior usually the opposite of how we think we behave. For example, does product placement really work? The answer, I found out, is a qualified no. How powerful are brand logos?
Fragrance and sound are more potent than any logo alone. Yes, and it probably influenced what you picked up at the convenience store the other day. You bet, and increasingly so.
What effect do disclaimers and health warnings have on us? Read on.
Does sex in advertising work not really and how could it possibly get more explicit than it is now? You just watch.
And it employed two of the most sophisticated brainscanning instruments in the world: the fMRI and an advanced version of the electroencephalograph known as the SST, short for steady-state typography, which tracks rapid brain waves in real time.
The research team was overseen by Dr.
And the results? The machine made a little ticking sound as the platform rose and locked into place. More pen-spinning. Her interview answers were clear enough, but now it was time to interview her brain. In, out, in again. A tic, a jiggle, a fidget, a grimace, body twitching—the slightest movement at all and the results can be compromised.
Wedding bands, bracelets, necklaces, nose rings, or tongue studs have to be taken off beforehand, as well. Marlene was in the scanner for a little over an hour. We continued to perform brain scans on new subjects over the next month and a half. Five weeks later, the team leader, Dr. Calvert, presented me with the results.