Martin Lindstrom, the world’s leading brand expert, has been working with various international companies for more than twenty years and helping them create and strengthen powerful brands, gradually came to a number of hypotheses. For example, the fact that inscriptions about the dangers of smoking on cigarette packs actually only increase the desire to smoke. Or that there is a similarity between attitudes towards brands and attitudes towards religion and prejudice, and the influence of a logo or sexual overtones in advertising on a purchase decision is greatly exaggerated …
Martin Lindstrom, the world’s leading brand expert, has been working with various international companies for more than twenty years and helping them create and strengthen powerful brands, gradually came to a number of hypotheses. For example, the fact that inscriptions about the dangers of smoking on cigarette packs actually only increase the desire to smoke. Or that there is a similarity between attitudes towards brands and attitudes towards religion and prejudice, and the influence of a logo or sexual overtones in advertising on the decision to make a purchase is greatly exaggerated … He decided to check the validity of his guesses using the latest neuroimaging technologies (in particular, MRI). And he wrote a fascinating book about the results, which will undoubtedly be of interest to everyone. After all, by better understanding our own, at first glance, irrational behavior — for example, why we buy a shirt from a famous designer or how we determine whether an applicant is suitable for a given position — we gain more control over ourselves. This means that it is easier for us to protect ourselves from the tricks and deceit of advertisers and buy something that will really please us!
Eksmo, 240 p.
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