Buyology: Truth and Lies About Why We Buy
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Project Buyology: Truth and Lies About Why We Buy joined neuroscience and marketing expertise to investigate this and other questions. Unlike most market research, the study did not rest upon responses generated by questionnaires, or focus groups. In fact, its findings arise from completely unspoken consumer responses. We used sophisticated brain scanning technology to observe brain responses to stimuli. In this part of the study, a large group of religious believers were exposed to carefully selected religious icons. We compared these responses with the brain activity observed in volunteers’ brains when exposed to brand icons which have achieved emotional bonds with the community. We wanted to establish whether such certain brands provoked the same kind of responses as those inspired by religiosity. Could the Apples and Harley-Davidsons of the world inspire the same sense of devotion and loyalty provoked by religion?