I picked up Buyology thinking it would offer more mind-bending, anecdotal nonfiction in the vein of Malcolm Gladwell. But, although Lindstrom serves up plenty of anecdotes, but he’s no Gladwell in terms of a satisfying read.
The basic premise of Buylogy is intriguing, and highly relevant to the future of marketing. Lindstrom, the self-branded “futurist,” hypothesizes that fMRI technology can reveal our true consumer preferences. Focus groups and qualitative research just don’t cut it, because, as he says in the book, we don’t fully realize what truly drives us. No one will say “I bought that Luis Vuitton bag because it appealed to my sense of vanity, and I want my friends to know I can afford a $500 purse.”
So, after scanning the brains of volunteers, Lindstrom outlined some startling conclusions. Apparently graphic warnings about cigarettes backfire and actually increase smokers’ cravings. Smokers claim they’re deterred from lighting up, but their brains reveal otherwise. Lindstrom also discovers that strong brands activate the same centers in the brain as religious devotion. And, mirror neurons allow us to experience the same reaction as whomever we’re watching. So, if we watch someone hit a home run, our brains mirror the activity in the home run hitter’s brain.
But, if you read the above paragraph, you don’t need to read the whole book. Those few nuggets of interesting are couched beneath Lindstrom’s almost too-chatty style and lack of true insight beyond reporting how cool he is, how cool his idea is, and how cool things like iPods are. The book feels shallow.
A subject like neuromarketing and brain scanning comes riddled with inherent ethical questions, or so I expected. But in the beginning of Buyology, Lindstrom glibly announces that he doesn’t have ethical concerns about the studies, and, at the end of the book, he offers little analysis of the value of this research to society or its potential misuses. On the last page, he spends all of three paragraphs explaining that living with an onslaught of advertising is inevitable, because unplugging would be dreadfully boring. He claims that reading Buyology will allow you to avoid being duped by commercials and marketing, etc. Eh. I don’t believe him. His grand conclusion seems kind of tacked on. I would have preferred a thoughtful analysis of the societal implications of brain scanning and marketing.
Last but not least, I hesitate to pick on an author’s actual personality, but I think Lindstrom’s ego can take it. As a reader, I think of nonfiction narrators as characters, similar to fictional ones. Malcolm Gladwell is a likeable nonfiction narrator/character. I would gladly have him over for dinner.
Lindstrom, though, blasts his ego at the reader and becomes unlikeable and irritating in the process. A quick example: “Why did I bother to write a book about neuromarketing? After all, I run several businesses, I constantly fly all over the globe advising top executives–heck, I’m only home sixty days out of the year.” Maybe it’s because I just watched Up in the Air, but I immediately thought of George Clooney’s globetrotting character bragging about frequent flier miles and days on the road.
Unfortunately, the nonfictional Lindstrom doesn’t have a character arc of heart-touching change like Clooney. He’s the same irritating author in the beginning as the end. As the Prologue (not written by him) says, “Like a Pre-Raphaelite painting there is a glow that emanates from Martin as if he was destined to be on stage.”
Check out his website if you have any doubt about that. Be warned, it contains music that you can’t turn off, a talking Lindstrom video that starts automatically, flashy little price tag things, and a bar of scrolling text.