Free Essay

Buyology

In: Philosophy and Psychology

Submitted By PastorGreen
Words 634
Pages 3
Psychology 212
Journal Review
Leroy Green
Student ID 3513

Milton, Martin; This paper considers the role of courage and creativity in promoting psychological well-being, particularly in the face of social and interpersonal risk. From Hogwarts to the boxing ring: Courage, creativity and psychological well-being, Counselling Psychology Review. Vol.27, No. 3, September 2012. The British Psychological Society – ISSN 0269-6975

One of the most interesting things about this article was the fact that it used contemporary fiction as well as sports in an effort to invite the reader to identify with a young gay teen who needed to overcome bullying and discrimination. There was conversation in the article about Harry Potter, an orphan living with an aunt & uncle and this was not the most loving situation for him. As he grew older, he developed friendships with a couple of individuals that had some major discriminatory issues to overcome in their lives. Hermione was the victim of racism and his friend Ron was the victim of social class discrimination. Once these characters were mentioned, Mr. Milton made a sudden shift in his article to a boxer and some of the components necessary for this boxer to be successful in the ring. Creativity & imagination is essential as the boxer move in almost dance like fashion in the ring against his opponent. He’s looking for unexpected openings, looking for the weaknesses and thus boxing is somewhat an art form. In the midst of all that’s happening, there is also the risk factor. Mr. Martin once again brought Harry Potter back into the picture so as to mention the risk they (he & friends) experienced in dealing with dangerous animals. Both in fiction and in real life, risk are involved and it occurs in the most common or mundane circumstances of life. Once the article made a case for the risk we incur on a daily basis, he then mentions the fact that it takes courage to face the risk we face. Courage and creativity were discussed as if you could not have the one without the other. He did mention in the article that courage is actually a requirement to weather abuse of any sort and that creativity is essential if the individual is to experience or imagine a different pathway; they must find a way to create it. This would especially be true of someone facing the discrimination of being considered gay. The combination of courage and creativity would help to explain what who is gay would need in order to overcome some of the discrimination they experience. The article concluded by mentioning the fact that courage and creativity is part of what makes up the very fabric of our being, so they are not restricted to an imaginary character such as Harry Potter & friends, nor to only a physical warrior such as a boxer. Courage & creativity is essential to our well-being. My reaction to this article was very positive. I was very impressed with the way discussion about risk unfolded, weather Harry Potter, a boxer or someone who is gay. I agree that not only are risk necessary, in a very real sense, they’re unavoidable. There can be an extreme on one or the other ends of the spectrum (taking too much of a risk or too risk avoidant). The other thing that I really enjoyed about this article was the way courage & creativity were linked together because there are so many reasons why we need to be courageous. Sometime that courage doesn’t just spring to action-therein lies the need for creativity. Both of which are part of the fabric of life. Overall, the article was well written and to me, it seem to have some sort of spiritual overtones even there was none mentioned.…...

Similar Documents

Premium Essay

Task Sheet 2 - Reading 2 - Buyology Ch 8 a Sense of Wonder Selling to Our Senses

...Task Sheet 2 - Reading 2 - Buyology ch 8 A SENSE OF WONDER Selling to Our Senses A - Text related questions The author argues that when it comes to advertising, sight is the most important of senses. True or False? True. What is ‘sensory branding’? Companies are discovering, they’d be better of not just inundating us with logos but pumping fragrances into our nostrils and music into our ears. It is sensory branding. In the first experiment, what happened when the image and the fragrance didn’t match up? Subjects rated the image-fragrance combinations to be more appealing than either the image or the fragrance alone.pleasantness quotient dropped. What are mirror neurons (you will have to research this outside the text)? Mirror neurons represent a distinctive class of neurons that discharge both when the monkey executes a motor act and when it observes another individual (a human being or another monkey) performing the same or a similar motor act ( Figure 1). These neurons do not discharge in response to the simple presentation of food or of other interesting objects. They also do not discharge, when the monkey observes hand actions mimicked without the target object. Thus, the effective visual stimulus is the observation of a hand interacting with an object (Gallese et al. 1996, Rizzolatti et al. 1996a). Why do supermarkets have bakeries close to their entrances? Not only does the fragrance of just-baked bread signal freshness and evoke powerful feelings of comfort......

Words: 593 - Pages: 3

Free Essay

Dichter

...concerns that preoccupied psychoanalysts in Vienna a century ago. Thus what was once the domain of Freud and Dichter has been appropriated by researchers in lab coats. Yet many of the theories sound remarkably similar—albeit with rather less emphasis on Oedipal urges and castration anxieties. “Recent published findings in neuroscience indicate it is emotion, and not reason, that drives our purchasing decisions,” reported Mobile Marketer magazine earlier this year. The quantitative trends that tossed Dichter aside have ultimately led back to his ideas. Companies selling insight into the consumer unconscious are now quick to couch their approach in empirical terms. “Over 85% of consumer buying behaviour is driven by the non-conscious,” explains Buyology Inc, which launched in 2009 in New York as “the world's leading strategic neuro-insight company”. Using “statistically rigorous, largesample web-based tools”, the company promises to unearth the real drivers of buying decisions. Then there is the Zaltman Metaphor Elicitation Technique (ZMET), a patented interview process used by companies around the world that guarantees to go “beyond what people say to reveal what they actually mean.” Rooted in neuroscience, ZMET's oneon-one exchanges use images and metaphors to get at the deeper thoughts and feelings of a consumer. “A lot goes on in our minds that we're not aware of,” explained Gerald Zaltman, a business professor at Harvard, after he came up with the idea. “We've come back......

Words: 4221 - Pages: 17

Premium Essay

Coca Cola

...initiatives earn Employer Champion status", Human Resource Management International Digest, Vol. 14 Iss: 7, pp.9 - 11  (1988) "How Coke Markets to the World: An Interview With Marketing Executive Ira C. Herbert", Journal of Business Strategy, Vol. 9 Iss: 5, pp.4 - 7 (2011) "Interview with Robin Gee, Head of Employee Engagement for Coca-Cola Refreshments", Development and Learning in Organizations, Vol. 25 Iss: 3, pp.34 - 35 (2007) "Pepsi versus Coke: an unhealthy obsession?: They are global, but are they relevant?", Strategic Direction, Vol. 24 Iss: 1, pp.6 - 8  Rachida Justo, Cristina Cruz, (2009) "Mecca-Cola: message in a bottle", Journal of Research in Marketing and Entrepreneurship, Vol. 10 Iss: 1, pp.40 - 56  Sean McCormick, (2010) "Buyology: The Truth and Lies about Why We Buy", Journal of Product & Brand Management, Vol. 19 Iss: 3, pp.235 - 236 Rick Wise, (1999) "WHY THINGS GO BETTER AT COKE", Journal of Business Strategy, Vol. 20 Iss: 1, pp.15 - 18 Karl. (1998). Who Put The Coke In Coca Cola? . Available: http://www.karlloren.com/diet/p22.htm. Last accessed 14th may 2012....

Words: 2633 - Pages: 11

Premium Essay

Neuromarketing

...Neuromarketing Martin Lindstrom’s Buyology follows the largest neuromarketing study ever conducted. Lindstrom explores the theme of marketers rising control over consumers. He believes neuro-marketing will ultimately increase the knowledge of what drives consumption. Lindstrom defines Buyology as, “the subconscious thoughts, feelings, and desires that drive the purchasing decisions we make each and every day of our lives.” His research is an attempt to discover what captures our interest as consumers. While it was a three-year, $7 million research study, there are still some who question its findings. The article Ad Experts Not So Quick to Buy Into ‘Buyology” by Marissa Miley raise questions about the processes and findings of the study. Lindstrom emphasizes the importance of creating connections that link the consumer to a product or brand. He reaches many conclusions about why we consume what we do. His research has provided many insights on how products and brands affect the mind. Neuromarketing allows us to understand what is going on in a consumers mind when stimulated by products and advertisements. Lindstrom feels it is not a dangerous device that companies will take advantage of. However he also discusses how this technology will uncover the sneaky ways marketers seduce and deceive consumers without us even knowing. It is clear that companies are trying to manipulate us. If they had the power of fully understanding what makes the human mind tick they......

Words: 1533 - Pages: 7

Free Essay

Neuromarketing

...Within the skull lies the most complex organ known to mankind -- the human brain. With a mass of only 6 kilograms, the brain contains over 100 billion living cells and 1 million kilometers of interconnecting fibers; but, exactly how does it function? Marketing and sales managers would love to know why consumers are attracted to certain advertising, packaging and brands. Martin Lindstrom, author of Buyology: Truth and Lies About Why We Buy, explains the marketing challenge, “When we walk down an aisle in a grocery store, our purchasing decisions are made in less than four seconds…there is no way we can think about that in a complete way. Those decisions take place in the subconscious part of the brain” (2008). The drive behind neuromarketing is to discover how consumers are actually responding to marketing messages, not how they report they are responding, or will respond. Neuromarketing studies consumers' response to marketing stimuli and matches that response to different areas of the brain. This research will explore neuromarketing history, levels of the brain, neuroimaging techniques used, advertising effectiveness of neuromarketing and some challenges facing this new field. History In 1991, Dr. David Lewis-Hodgson, Minilab chairman and director of research, began Neuromarketing research in the United States, after stumbling upon it when he was researching treatments for phobic anxiety and stress (Lewis, 2010). Shortly after, marketers from large companies such as......

Words: 3275 - Pages: 14

Free Essay

Barco

...Quality problems may result from rushed development | | |Sony’s 1270 | | 10. Buyology: |Buyology Chapter 3 – I’ll Have What She’s Having Mirror Neurons at Work | |Interesting Concept |1) “[Humans] are sensitive to positive social signals.” (pg. 61) | | |2) “...sometimes just seeing a certain product seeing it over and over again makes it more desirable” (pg. 62) | |How it Might Help |1) 8 to 10% of revenue comes from after-sale service. Thus promoting a package deal by providing high quality | | |products and personal customer services will make BPS’s product offerings more profitable. | | |2) Increased advertisements appealing to the brand’s superiority will help build brand awareness and help customers | | |recognize BPS’s high quality, thus building additional sales. | |Buyology Chapter 4 – I Can’t See Clearly Now Subliminal Messaging, Alive and Well | |Interesting Concept |1) Subliminal messaging causes......

Words: 3203 - Pages: 13

Free Essay

The Sneaky World of Advertising

...this and they also know that children have a great deal of influence of their parent’s purchases. Parents don’t want their kids to feel left out. They want them to fit in with their peers and to have all of the exciting things that their friends have. There may also be some guilty consciences for working too much and not spending enough time with their children by some adults that leads to unnecessary purchases. When children begin begging and nagging for items, parents are pressured into buying these things for children to pacify them. So it seems that not only children, but adults are being manipulated by devious advertisers. References Berk, L. E. (2008). Child Development. Boston: Allyn & Bacon. Lindstrom, M. (2008). Buyology: Truth and lies about why we buy. New York: Doubleday publishing group. Schor, J. B. (2004). Born to Buy: The commercialized child and the new consumer culture. New York: Scribner. Strasburger, V. (1992). Children, adolesents and television. Pediatrics in Review , 144-151. Outline: I. Marketers have begun to gear their advertising more and more to the American youth, in particular the group commonly known as tweens. Tweens are the children between the ages of eight and twelve who have strong family ties, and are beginning to develop outside relationships as well. A. Children are exposed to over 18,000 hours of TV by the time they graduate (Stratsburger) B. Kids are bombarded with images during the hours of TV time......

Words: 1113 - Pages: 5

Free Essay

Buyology

...Edgar Escribá Carné 20111228 13 puntos Buyology Martin Lindstrom Este libro es muy interesante ya que nos habla de cómo las empresas usando métodos tradicionales de investigación han querido encontrar la respuesta a muchas preguntas que usualmente son críticas en su lucha por ganar un espacio en el mercado, o mantenerse o innovar reinventándose. Estas respuestas no reflejan la realidad de lo que está pasando en los consumidores, solo dan números y datos que no pueden ser tomados como ciertos. En la actualidad se ha vuelto una necesidad encontrar el porqué de las acciones que realizan los consumidores, es por eso que esto ha llevado a que expertos se enfoquen en lograr conseguir estas respuestas y es así como surgió el neuromarketing, que busca analizar las respuestas cerebrales del hombre ante diferentes estímulos del marketing. La aplicación del neuromarketing en el estudio del consumidor es mucho más efectiva que los métodos tradicionales de investigación, ya que en la mayoría de las ocasiones a los consumidores se les dificulta el poder expresar sus sentimientos o ven distorsionadas sus percepciones debido al proceso de racionalización posterior.  El neuromarketing se ha convertido en una forma innovadora para lograr conseguir el conocimiento del consumidor, este va mas allá de simples números o razones vagas, este va a la verdadera razón que motivo al cliente a comprar o no comprar un producto. Es interesante ver como el autor nos describe de forma......

Words: 307 - Pages: 2

Premium Essay

Navigating Pay Equity

...hands, looking at signs, and taking breaks while shopping. Retailers who understand these behaviors can gain a large competitive advantage over others who are not willing or able to spend the time and money to analyze behaviors. A new wave of marketing research that can be explored further in relation to Underhill’s observation techniques, is neuromarketing which uses functional magnetic resonance imaging (fMRI) to measure consumer’s brain activity in response to various marketing stimulus. This new research would be an interesting add-on to Underhill’s techniques by adding insight into what is actually going on inside shoppers’ heads as they react and behave to the retail store environment. According to Martin Lindstrom in his book, Buyology, most of our buying decisions aren’t conscious and only a very small part of the rational brain plays a part in the decision making. He explains that understanding the brain’s response to the marketing and retail environment explains why people buy (Lindstrom, 2008). This is a newer area of research that would be complimentary to Underhill’s more basic observational techniques. Underhill has stressed that people use all five senses to decide on a purchase. Therefore, the more of the five senses to which a seller can appeal, the better. People want verification with their whole body before buying a product. They like to touch, smell, see, and hold. So how does this translate to online shopping where shoppers can’t use many......

Words: 4268 - Pages: 18

Premium Essay

Kjbkhb

...Bakker, A. B., Schaufeli, W. B., Leiter, M. P., and Taris, T. W. (2008). Work engagement: An emerging concept in occupational health psychology. Work & Stress, 22(3): 187-200. Balain, S., and Sparrow, P. (2009). Engaged to perform: a new perspective on employee engagement. Centre for Performance-led HR White Paper, 9(04): 226-229. Durmaz, L. (2013) Employee Engagement: How 3 Top Companies Increased It [Online] Available at [Accessed on 29th September 2014] Harvard business review (2013) The Impact of Employee Engagement on Performance [Online] Available at [Accessed on 29th September 2014] Intel Coporation. (2014). Intel Culture and Diversity. [Online] Available at [Accessed on 30th September 2014] Lindstrom, M. (2012) Buyology: How Everything We Believe About Why We Buy is Wrong (1st Edition). Random House. Macey, W. H., and Schneider, B. (2008). The meaning of employee engagement. Industrial and organizational Psychology, 1(1): 3-30. Macey, W., Schneider, B. and Barbera, K. (2009). Employee Engagement (1st Edition). John Wiley & Sons: Chichester Marques, J. F. (2008). Spiritual performance from an organizational perspective: the Starbucks way. Corporate governance, 8(3): 248-257. Menguc, B., Auh, S., Fisher, M. and Haddad, A. (2013). To be engaged or not to be engaged: The antecedents and consequences of service employee engagement. Journal of business research, 66(11):2163-2170. Moreira, M. (2013). Importance of Employee Engagement. Springer,...

Words: 3523 - Pages: 15

Free Essay

Why We Buy

...morning you are not going to wait to get a new one it would mess up your ritual. In Graeme Neil article about Buy•ology and Esther Pan’s interview with Underhill both talks a lot about the senses of the human body and how they effect buying. In Underhill’s interview he is in a Macy’s store, in it he is standing next to a coffee shop. He tells Pan that they should be getting that great coffee smell all the way to the coffee makers. Smelling the sent of coffee is stronger indicator to buy a coffee maker then just seeing it. In Neil’s article he goes on to talk Page 7 about book stores and how you use four of you senses there and the store should try and increase all of them. Miley’s article, Ad Experts Not So Quick To Buy Into Buyology was the most interesting out of all of the articles. It was the only one that really went against what Linstrom was saying in his book Buy•ology. In this you find the Advertising Research Foundation will not review Lindstrom’s book because to them it falls under a pop book. The CEO of ARF went on to say that Lindstrom is a little behind in terms of neuromarkingting measurement technology. Lindstrom came to his own defense and said that the only reason his book is written with out all the big terminology is so that everyday readers could understand what he was saying. If what she says is true then many people wasted money on what they believe to be like a text book and got got a boring story. The only way to know for sure is to......

Words: 4277 - Pages: 18

Free Essay

Buyology

...Diesel jeans. No idea. I just did. But if marketers could uncover what is going on in our brains that makes us choose one brand over another—what information passes through our brain’s filter and what information doesn’t—well that 08/08/2009 10:45 5 of 83 file:///D:/000004/Buy__ology.html would be key to truly building brands of the future. 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. As you’ll read, I soon came to see that neuromarketing, an intriguing marriage of marketing and science, was the window into the human mind that we’ve long been waiting for, that neuromarketing is the key to unlocking what I call our Buyology—the subconscious thoughts, feelings, and desires that drive the purchasing decisions we make each and every day of our lives. I’ll admit, the notion of a science that can peer into the human mind gives a lot of people the willies. When most of us hear “brain scan,” our imaginations slither into paranoia. 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. An organization known as Commercial Alert, which has petitioned Congress to put an end to neuromarketing, claims that brain-scanning exists to “subjugate the mind and use it for commercial gain.” What happens, the organization asked once in a letter to Emory University president......

Words: 66056 - Pages: 265

Premium Essay

Buyology

...Diesel jeans. No idea. I just did. But if marketers could uncover what is going on in our brains that makes us choose one brand over another—what information passes through our brain’s filter and what information doesn’t—well that 08/08/2009 10:45 5 of 83 file:///D:/000004/Buy__ology.html would be key to truly building brands of the future. 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. As you’ll read, I soon came to see that neuromarketing, an intriguing marriage of marketing and science, was the window into the human mind that we’ve long been waiting for, that neuromarketing is the key to unlocking what I call our Buyology—the subconscious thoughts, feelings, and desires that drive the purchasing decisions we make each and every day of our lives. I’ll admit, the notion of a science that can peer into the human mind gives a lot of people the willies. When most of us hear “brain scan,” our imaginations slither into paranoia. 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. An organization known as Commercial Alert, which has petitioned Congress to put an end to neuromarketing, claims that brain-scanning exists to “subjugate the mind and use it for commercial gain.” What happens, the organization asked once in a letter to Emory University president......

Words: 66056 - Pages: 265

Premium Essay

Buy.Logy

...“Lord Lever famously said that half of the money spent on advertising is wasted - but he had no way of knowing which half.” Studies how the buying decisions take places deep within consumer subconscious minds, that we’re not aware of what is driving them. Buyology study on a journey of shopping discovery on that will put governments on alert and cause upheaval for a multibillion dollar industry whose secret marketing weapon finally has been uncovered. Study reveals how the consumer brain so significant that it is to psychology what DNAis to molecular biology, provides the explanation sheds light on a wide range of consumer behaviours. It explains why a simple smile from a salesperson can compel consumer to spend more money, why video games like ‘GuitarHero’ are so popular, and why we’re hard wired to shop until consumer drop. “Why people buy” and “How we come to choose one purchase over another .if you’ve ever been fascinated by subliminal advertising, if sex really sells or how rituals influence buyer behavior, this book will answer your questions on all those things and more. What I learned in Buyology: Warning labels on cigarettes just make people want to smoke more. (page 15) Sex doesn’t sell, controversy does. (Page 183) We instinctively copy other people. (Page 53) Sexy models in ads appeal more to same-sex readers and watchers. (page 191) People love products that look like babies. (page 31) Senses influence us more than features. (143) Rituals and superstitions......

Words: 3401 - Pages: 14

Premium Essay

Abstract

...BusinessKnowledgeSource.com, a good brand will serve to do the following: Clearly deliver your company's message, establish credibility as a company or service provider, appeal to your customers' emotions and motivate the buyer and customers. Branding and Gender Furthermore, Branding also plays into ties with gender. According to the second-annual study released by Buyology, a strategic neuro-marketing firm, and uSamp, a provider of technology and survey respondents used to obtain consumer and business insights, women and men have the strongest affinity for the low-cost airline among all major brands. “The brands at the top of the Most Desired report have the strongest ties with the consumers we measured, and therefore, they have the ability to be more effective and efficient than their competitors,” says Gary Singer, Buyology’s chief executive and founding partner. The study looked at men’s and women’s relationships with many of the nation’s biggest brands. By examining the strength and types of those relationships on both a conscious and no conscious level, using the tools of neuromarketing, Buyology found that men and women are generally drawn to different kinds of brands, and for different reasons. Global Branding A global brand is one which is perceived to reflect the same set of values around the world. Branding has been used for cities and geographic areas as well. For example, New York, Los Angeles, Cape Cod and Detroit all have brands to help characterize......

Words: 2301 - Pages: 10