Рецензия на Buyology: увлекательное путешествие в мозг современного потребителя

Прочитала небольшую книгу Мартина Линдстрома, посвященную исследованиям влияния рекламы на потребителей с помощью нейробиологии.

Автор подробно описывает новую область знаний – нейромаркетинг, который позволяет с помощью МРТ и электроэнцефалографии (т.е. сканирование мозга, чтобы определить, какие его участки реагируют на различные зрительные, сенсорные, нюховые и звуковые раздражители) увидеть, насколько эффективна та или иная реклама.

Примерно четверть книги посвящена восхвалению нейромаркетинга, описанием чарующих перспектив, которые он сулит компаниям, и предсказаниям, что он изменит мир маркетинга. Все это перемежается с множеством маленьких историй об эффективных и не очень рекламных кампаниях разных брендов, а также с описаниями результатов экспериментов, на основании которых делались выводы о результативности отдельных реклам.

Основные тезисы, которые запомнились мне из книги:

  • Люди чаще всего принимают решение о покупке неосознанно и истинные причины их поведения часто расходятся с декларируемыми (они не намеренно врут, просто сами не осознают, почему кладут в корзинку продукцию той или иной фирмы)
  • Очень многие решения принимаются из-за страха
  • Изображения красивых людей и красивой жизни увеличивают  количество зеркальных нейроновв нашем мозгу, мы начинаем думать, что и сами станем такими благодаря покупке, и хватаем заветный продукт с полки (эта информация была мне интересна и с профессиональной точки зрения, т.к. коучинг тоже увеличивает количество зеркальных нейронов – только видим мы при этом гармоничный и целостный образ себя)
  • Очень сильное влияние на потребителя оказывают запахи, и прогнозируется, что в будущем они будут использоваться в рекламе все чаще
  • Знаменитый рингтон Нокиа уже оказывает негативное воздействие на восприятие бренда, т.к. у слишком большого количества людей он начал ассоциироваться со стрессом и раздражением
  • Продакт-плейсмент в фильмах и передачах работает только если его там совсем немного и он органично встроен в сюжет и обстоятельства
  • Жуткие картинки и надписи на пачках сигарет только стимулируют желание курить
  • Сексуальный подтекст привлекает внимание к самой рекламе, но не способствует запоминанию рекламируемого продукта

В целом, книга напоминала мне черновик – куча накиданных в произвольном порядке данных исследований, описаний экспериментов и различных рекламных кампаний, и все это достаточно хаотично и не очень связно. Так и хотелось все это “причесать”, отредактировать, разложить по полочкам, дополнить и тогда уже печатать. Зато книга довольно небольшая, и быстро читается.

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