Buyology – Truth and Lies About Why We Buy

Mirror neurons are also responsible for why we often unwittingly imitate other people’s behavior. This

When other people whisper, we tend to lower our own voices. When

we

LL HAVE WHAT SHE’S HAVING

Mirror Neurons at Work

And products that play an integral part in the narrative of a program—like Coke and, to a lesser extent,

Cingular Wireless—are not only more memorable, they even appear to have a double-barreled effect. In

other words, they not only increase our memory of the product, but they actually weaken our ability to

remember the other brands.

Through subtle and brilliant integration, Coke, on the other hand, has painstakingly affiliated itself with

the dreams, aspirations, and starry-eyed fantasies of potential idols. Want to be high-flying and adored?

Coke can help. Want to have the world swooning at your feet? Drink a Coke

the results revealed that we have no memory of brands that don’t play an integral part in the

storyline of a program

But the possibility of getting that $15 gift certificate now! caused an unusual

flurry of stimulation in the limbic areas of most students’ brains—a whole grouping of brain structures

that’s primarily responsible for our emotional life, as well as for the formation of memory

roughly 21,000 new

brands are introduced worldwide per year, yet history tells us that all but a few of them have vanished

from the shelf a year later

eight out of every ten products launched in the United States are destined to fail

barely perceptible factors can slant focus group responses. Maybe one woman felt that as a

mother of four kids and three dogs and seventeen geckos, she should care more about germs, but didn’t

want to admit to the other women in the room that her house was already messy beyond the pale. Or