Buyology by lindstrom
Transcript of Buyology by lindstrom
![Page 1: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/1.jpg)
by Martin Lindstrom
The Buyologyof retail
.
![Page 2: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/2.jpg)
Copyright © Martin Lindstrom 2010
Her zaman en
üsttekinin bir
altındakini mi
alırsınız?
Mantıksız mı?
![Page 3: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/3.jpg)
Copyright © Martin Lindstrom 2010
Tahtaya vur
![Page 4: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/4.jpg)
Copyright © Martin Lindstrom 2009
Al…yoksa? $20$30
![Page 5: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/5.jpg)
Copyright © Martin Lindstrom 2009
Bedava!
![Page 6: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/6.jpg)
BRAND
senseby Martin Lindstrom
Bilinç dışımız
Copyright © Martin Lindstrom 2010
![Page 7: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/7.jpg)
BRAND
senseby Martin Lindstrom
0000002…65 yaşına kadar!
Copyright © Martin Lindstrom 2010
![Page 8: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/8.jpg)
Copyright © Martin Lindstrom 2010
5 dakika önce bir
SMS yolladım,
neden
cevaplamıyorlar?
![Page 9: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/9.jpg)
Copyright © Martin Lindstrom 2010
Beklemekten nefret
mi ediyorsunuz?
![Page 10: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/10.jpg)
Copyright © Martin Lindstrom 2010
1,5 saniye
gecikmeyi
denediniz mi…?
![Page 11: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/11.jpg)
Copyright © Martin Lindstrom 2010
Anlık Haz
Nesli
![Page 12: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/12.jpg)
Copyright © Martin Lindstrom 2010
Çok-fonksiyonlu
olabiliyor musunuz?
![Page 13: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/13.jpg)
Copyright © Martin Lindstrom 2010
YETİŞKİNLER
1,3 kanal
GENÇLER
5.4 kanal
![Page 14: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/14.jpg)
Copyright © Martin Lindstrom 2010
Zaman
Ka
na
lla
r
2
3
4
5
6
![Page 15: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/15.jpg)
BRAND
senseby Martin Lindstrom
7 out of 10
10’undan 7’si
1989
Copyright © Martin Lindstrom 2010
Yeni Ürün çıkışından
sonra başarısızlığa
uğruyordu
![Page 16: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/16.jpg)
BRAND
senseby Martin Lindstrom
7 out of 10
10’undan
2009
Çıkışından sonra
başarısızlığa uğruyor
Copyright © Martin Lindstrom 2010
9’u
![Page 17: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/17.jpg)
Copyright © Martin Lindstrom 2008
…ve anlık
fiyatlandırma
![Page 18: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/18.jpg)
Copyright © Martin Lindstrom 2008
Kuponlar
![Page 19: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/19.jpg)
Copyright © Martin Lindstrom 2008
gMail profilleri
![Page 20: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/20.jpg)
Copyright © Martin Lindstrom 2008
![Page 21: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/21.jpg)
Copyright © Martin Lindstrom 2008
İnternetin en
büyük sorunu…
![Page 22: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/22.jpg)
Copyright © Martin Lindstrom 2008
Tahmin
![Page 23: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/23.jpg)
Kozmetik
![Page 24: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/24.jpg)
Copyright © Martin Lindstrom 2008
![Page 25: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/25.jpg)
BRAND
senseby Martin Lindstrom
Copyright © Martin Lindstrom 2010
Her şey 1975’te başladı…
![Page 26: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/26.jpg)
BRAND
senseby Martin Lindstrom
Copyright © Martin Lindstrom 2010
Sır 2004 yılında açığa çıktı…
![Page 27: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/27.jpg)
BRAND
senseby Martin Lindstrom
Copyright © Martin Lindstrom 2010
Kör tat testlerinde tüketiciler
Pepsi’nin tadını tercih etti ama…
Deney
No.1
![Page 28: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/28.jpg)
BRAND
senseby Martin Lindstrom
Copyright © Martin Lindstrom 2010
…ne zaman ki marka adı açıklandı,
katılımcıların tat tercihi beyinleri
tarafından değiştirildi
Deney
No2
![Page 29: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/29.jpg)
Copyright © Martin Lindstrom 2010
Hippocampus
Amygdala/Orbitofrontal cortex
Anterior Cingulate
Parietal lobe
Frontal lobe
Ventrolateralfrontal cortex
Uzun DönemliHafıza
Çaba
Dikkat
ÇalışmaHafızası
Yürütme
Duygu
The Cool Spot(Broadmann Alanı 10)
The collecting spot(Right Mesial
prefrontal Cortex)
Amygdala/Orbitofrontal cortexKorku
Craving spot(Nucleus Accumbens)
Temporal lobeAnlama
The Recession Spot(Amygdala)
![Page 30: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/30.jpg)
Copyright © Martin Lindstrom 2010
İstem Noktası(Nucleus accumbens)
![Page 31: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/31.jpg)
Copyright © Martin Lindstrom 2010
işe yarıyor mu…?
![Page 32: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/32.jpg)
Copyright © Martin Lindstrom 2010
Ama esas hikaye
bundan çok
ötede…
![Page 33: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/33.jpg)
Copyright © Martin Lindstrom 2010
![Page 34: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/34.jpg)
BRAND
senseby Martin Lindstrom
Copyright © Martin Lindstrom 2010
Marlboro
![Page 35: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/35.jpg)
BRAND
senseby Martin Lindstrom
Copyright © Martin Lindstrom 2010
Boyama
![Page 36: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/36.jpg)
BRAND
senseby Martin Lindstrom
Copyright © Martin Lindstrom 2010
Boyama
![Page 37: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/37.jpg)
Copyright © Martin Lindstrom 2010
15 Mayıs 2010
15 Nisan 2010
Bilinçaltı reklamcılığın gücü…
Wall Street Journal
![Page 38: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/38.jpg)
Copyright © Martin Lindstrom 2010
En şaşırtıcı keşif
burada ortaya
çıkıyor…
(Billboarda dikkatlice
bakın.)
![Page 39: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/39.jpg)
Copyright © Martin Lindstrom 2010
Şimdi billboarda bir
kez daha bakın…
![Page 40: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/40.jpg)
Copyright © Martin Lindstrom 2010
Alfred
Hitchcock’un iki
senaryosu
Hitcock photo
![Page 41: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/41.jpg)
Copyright © Martin Lindstrom 2010
Picture from deckHer şey 1915’te
başladı
![Page 42: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/42.jpg)
BRAND
senseby Martin Lindstrom
Copyright © Martin Lindstrom 2010
Bilin bakalım kim…?
![Page 43: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/43.jpg)
BRAND
senseby Martin Lindstrom
Copyright © Martin Lindstrom 2010
Çağrıştıran/
Ayrıştıran
![Page 44: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/44.jpg)
BRAND
senseby Martin Lindstrom
Copyright © Martin Lindstrom 2010
x
Ses
Renk
Markanızı
Çağrıştırın/
Ayrıştırın™Renk
![Page 45: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/45.jpg)
Copyright © Martin Lindstrom 2010
Ondokuz
McDonald’s
çağrıştıran/ayrıştıran
unsurundan
sekizi…
![Page 46: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/46.jpg)
BRAND
senseby Martin Lindstrom
Copyright © Martin Lindstrom 2010
Clip-art-pazarlama
Airbus Lufthansa
GMUBS
Sie
mens
KPMG
Nokia
Tiffany & Co
Deutsche Bank
![Page 47: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/47.jpg)
Copyright © Martin Lindstrom 2010
Sizin kaç tane
çağrıştıran/
ayrıştıran
unsurunuz var?
![Page 48: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/48.jpg)
Copyright © Martin Lindstrom 2010
x
Ses
İkonla
r
Markanızı
Çağrıştırın/
Ayrıştırın™İkonlar
![Page 49: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/49.jpg)
Copyright © Martin Lindstrom 2010
Tasarım İkonlar Fonksiyonellik Sesi
Eko Sistem İsimlendirme Ritüel
Fonksiyonellik Sesi
![Page 50: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/50.jpg)
Copyright © Martin Lindstrom 2010
Tekerlek Silüet Kulaklıklar
Eco SystemRenkler Navigasyon
![Page 51: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/51.jpg)
Copyright © Martin Lindstrom 2010
Somatik İmleçler
![Page 52: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/52.jpg)
Copyright © Martin Lindstrom 2010
Akılda kalan…
![Page 53: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/53.jpg)
Copyright © Martin Lindstrom 2010
Ya da hatırlanan…?
![Page 54: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/54.jpg)
Copyright © Martin Lindstrom 2010
Duygusal bir
ayraç
![Page 55: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/55.jpg)
BRAND
senseby Martin Lindstrom
Copyright © Martin Lindstrom 2010
Bir oyuncakçı…
![Page 56: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/56.jpg)
BRAND
senseby Martin Lindstrom
Copyright © Martin Lindstrom 2010
…ya da Somatik
İmleçlere sahip
bir oyuncakçı
![Page 57: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/57.jpg)
Copyright © Martin Lindstrom 2008
Örümcek Adam
Somatik
İşaretlemenin
gücünden
yararlanıyor
![Page 58: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/58.jpg)
Copyright © Martin Lindstrom 2008
…tavanda.
![Page 59: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/59.jpg)
BRAND
senseby Martin Lindstrom
Copyright © Martin Lindstrom 2010
%60’ı 4 saniyede
Copyright © Martin Lindstrom 2010
![Page 60: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/60.jpg)
BRAND
senseby Martin Lindstrom
Copyright © Martin Lindstrom 2010
Daha fazla
ilişkilendirme,
daha fazla
sadakat…
1 2 3
60
50
40
30
20
10
0
%
Duyula
r
![Page 61: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/61.jpg)
BRAND
senseby Martin Lindstrom
Copyright © Martin Lindstrom 2010
[Insert picutre of person
with binoculars]
![Page 62: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/62.jpg)
Copyright © Martin Lindstrom 2010
Deney Picture from deck
![Page 63: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/63.jpg)
BRAND
senseby Martin Lindstrom
Copyright © Martin Lindstrom 2010
Kalite Dokunuşu
![Page 64: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/64.jpg)
Copyright © Martin Lindstrom 2010
Alışveriş
bilimi…
![Page 65: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/65.jpg)
Copyright © Martin Lindstrom 2010
Orbitofrontal
cortex: Preference
Posterior cingulate
(attention and auditory
memory)
Visual cortexSupera
ddit
ive
Ses Görüntü Sinerji
BSC
%
9.3
![Page 66: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/66.jpg)
Copyright © Martin Lindstrom 2010
Ses + Görüntü=
Ödül
![Page 67: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/67.jpg)
Copyright © Martin Lindstrom 2010
29%
![Page 68: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/68.jpg)
Copyright © Martin Lindstrom 2010
Signature tunes Signature graphics
Both together
Ses + Görüntü =
Dikkat + hafıza
![Page 69: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/69.jpg)
Copyright © Martin Lindstrom 2010
Posterior cingulate
Visual cortex
Ses + Görüntü =
Duygusal
bağ =
Müşteri
Tercihi
![Page 70: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/70.jpg)
Copyright © Martin Lindstrom 2010
%77 artış
![Page 71: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/71.jpg)
Copyright © Martin Lindstrom 2010
1 2 3 4 5 6 7 8 9 1 0
dikkate alınması
gereken 8 nokta
1 2 3 4 5 6 7 8 9 1 0
1 2 3 4 5 6 7 8 9 1 01 2 3 4 5 6 7 8 9 1 0
1 2 3 4 5 6 7 8 9 1 01 2 3 4 5 6 7 8 9 1 0
1 2 3 4 5 6 7 8 9 1 01 2 3 4 5 6 7 8 9 1 0
1.
Bilinç dışına hitap
ediyor musunuz?
.2.
Çoklu-görevlerle başa çıkabilir misiniz ?
3.Yeşil ve mavi
senaryonuz nedir?
4.
Markanızı ayrıştırabilir
miyim?
5.
Hangi çağrıştıran/
ayrıştıranlara sahipsiniz?
6. Duyusal marka stratejiniz
nedir?
7.
Marka ritüeliniz var mı?8.
Duygusal stratejiniz
nedir?
![Page 72: Buyology by lindstrom](https://reader031.fdocument.pub/reader031/viewer/2022013123/58f1fcd51a28ab41388b4611/html5/thumbnails/72.jpg)
BRAND
senseby Martin Lindstrom
Copyright © Martin Lindstrom 2010
“Söyle bana ve ben
unutayım.
Göster bana ve belki
ben anımsarım.
Beni dahil et ve ben
anlayayım!”
Anonim bir deyiş