{"id":205,"date":"2011-03-14T16:56:06","date_gmt":"2011-03-14T16:56:06","guid":{"rendered":"http:\/\/wanchilau.com\/?p=205"},"modified":"2025-12-23T14:21:12","modified_gmt":"2025-12-23T19:21:12","slug":"buyology","status":"publish","type":"post","link":"http:\/\/rainydaymagazine.com\/wp\/2011\/03\/14\/buyology\/","title":{"rendered":"Buyology"},"content":{"rendered":"

We\u00a0<\/span>were at the\u00a0Chestnut Hill Mall Apple Store<\/a>\u00a0for the\u00a0iPad2 launch<\/a>\u00a0last Friday. The iPad2 went on sale at 5PM and by 6:30PM they had sold out of all versions. When Apple made their iPad2 announcement on March 2nd, we\u00a0predicted<\/a>\u00a0that it would be another “home run.” There were some who were not so certain, but this weekend’s iPad2 sale figures will most likely prove them wrong. To us, the interesting part of all this is not that Apple has another hit on its hands (that much was obvious), but how Apple continues to create the kind of opening day\u00a0wait-in-line<\/a>\u00a0buying fervor (Burlington<\/a>,\u00a0Boston<\/a>) that makes every other company green with envy.<\/p>\n

\"\"<\/a><\/p>\n

Sure, insanely great products help. However, if one compares the specs (as Apple detractors often do), they are sometimes better, but often times they are less spectacular than their competitors. Maybe they put something in the water, or maybe they have\u00a0a deep understanding<\/a>\u00a0of the concepts that trigger the desire to make people want to buy their stuff!<\/p>\n

\"\"<\/p>\n

How much do you know about why you buy what you buy? Does advertising create demand? How about a jingle? What is effective in getting us to open our wallets and hand over our hard-earned cash for\u00a0a new car<\/a>, a fancy digital camera, or an iPad? Martin Lindstrom knows and he has shared that knowledge in\u00a0Buyology: Truth and Lies About Why We Buy<\/a><\/em>.<\/p>\n

\"\"<\/a><\/p>\n

One might think that ads, logos, commercials, brands, and products are all important to the success of a company trying to sell us stuff. However, based on Lindstrom’s three-year, seven million-dollar neuromarketing study, the parameters, impulses, and factors surround a “buy, don’t buy” decision are not as intuitive as one might think.<\/p>\n<\/map>\n

\"\"<\/p>\n

Apple published\u00a0\u00a0Strategies for Building Digital Brands<\/a>\u00a0back in 1996. They also published a companion article using BMW as a\u00a0case study<\/a>. The guide and case study focused on how to use digital media to get the brand\/product message across more effectively. They both were\u00a0\u00a0fascinating and informative<\/a>\u00a0reads. What’s more, it was an interesting look back at Apple’s own strategy in both branding and marketing. Much of what Apple had suggested in the booklet were conclusions reached in Linstrom’s research years later.<\/p>\n

\"\"<\/a><\/p>\n

If you want to know, find either a copy of Apple’s\u00a0Strategies for Building Digital Brands<\/a>\u00a0(pretty hard to find) or\u00a0\u00a0Lindstrom’s Buyology<\/a>\u00a0(easily found on Amazon).\u00a0\u00a0Both<\/a>\u00a0make fascinating reading, but only Buyology will explain the “why” along with the “how.”<\/p>\n","protected":false},"excerpt":{"rendered":"

We\u00a0were at the\u00a0Chestnut Hill Mall Apple Store\u00a0for the\u00a0iPad2 launch\u00a0last Friday. The iPad2 went on sale at 5PM and by 6:30PM they had sold out of all versions. When Apple made their iPad2 announcement on March 2nd, we\u00a0predicted\u00a0that it would be another “home run.” There were some who were not so certain, but this weekend’s iPad2 sale figures will most likely prove them wrong. To us, the interesting part of all this is not that Apple has another hit on its hands (that much was obvious), but how Apple continues to create the kind of opening day\u00a0wait-in-line\u00a0buying fervor (Burlington,\u00a0Boston) that makes every other company green with envy. Sure, insanely great products help. However, if one compares the specs (as Apple detractors often do), they are sometimes better, but often times they are less spectacular than their competitors. Maybe they put something in the water, or maybe they have\u00a0a deep understanding\u00a0of the concepts that trigger the desire to make people want to buy their stuff! How much do you know about why you buy what you buy? Does advertising create demand? How about a jingle? What is effective in getting us to open our wallets and hand over our hard-earned cash for\u00a0a […]<\/p>\n","protected":false},"author":2,"featured_media":1590,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_oasis_is_in_workflow":0,"_oasis_original":0,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[126,35,328,342,247,250,233],"tags":[87,548,66,549,11,550,67,551,2285],"class_list":["post-205","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brain-hacks","category-idevices","category-ipad","category-rainydaybooks","category-rainydaybusiness","category-rainydayscience","category-rainydaythoughts","tag-books","tag-buyology","tag-digital-brands","tag-fmri","tag-ipad","tag-ipad2","tag-marketing","tag-martin-lindstrom","tag-money"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/rainydaymagazine.com\/wp\/wp-content\/uploads\/2015\/03\/Books_BuyologyBig.jpg?fit=1029%2C683","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/s7F1GW-buyology","jetpack-related-posts":[],"_links":{"self":[{"href":"http:\/\/rainydaymagazine.com\/wp\/wp-json\/wp\/v2\/posts\/205","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/rainydaymagazine.com\/wp\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/rainydaymagazine.com\/wp\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/rainydaymagazine.com\/wp\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/rainydaymagazine.com\/wp\/wp-json\/wp\/v2\/comments?post=205"}],"version-history":[{"count":4,"href":"http:\/\/rainydaymagazine.com\/wp\/wp-json\/wp\/v2\/posts\/205\/revisions"}],"predecessor-version":[{"id":1593,"href":"http:\/\/rainydaymagazine.com\/wp\/wp-json\/wp\/v2\/posts\/205\/revisions\/1593"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/rainydaymagazine.com\/wp\/wp-json\/wp\/v2\/media\/1590"}],"wp:attachment":[{"href":"http:\/\/rainydaymagazine.com\/wp\/wp-json\/wp\/v2\/media?parent=205"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/rainydaymagazine.com\/wp\/wp-json\/wp\/v2\/categories?post=205"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/rainydaymagazine.com\/wp\/wp-json\/wp\/v2\/tags?post=205"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}