It’s always interesting to better understand why people buy things, what makes them decide that this product is better than this one. One of the recommendations I heard a while back was for a book with the tagline “Truth and Lies About Why We Buy”. The book, called “Buyology” and written by Martin Lindstrom, is well worth the read.
In summary, I really enjoyed the fact that the author looked at existing pre-conceptions (the warning label on cigarettes to prevent people from smoking) and, through scientific research, looked at what really happened in the brain vs. what people tell. Quite a few widely accepted ideas have to be re-considered based on the results presented in Buyology… and it should every everyone in Marketing to think twice about a new campaign.