Japanese Firm Buys Into Buyology

Japanese marketing services agency Hakuhodo has bought an undisclosed stake in Buyology, a consultancy which uses neuroscience data collected by founder and neuromarketing specialist Martin Lindstrom.

The move comes four years after Lindstrom began working with the agency as an advisor on sensory branding. During this time, he developed a brain scan database based on the results of 2,000 consumers.

Buyology has already opened offices in New York and Japan and Lindstrom says he plans to open others worldwide.

CEO Gary Singer says that Hakuhodo's investment demonstrates the commitment of the two companies to expand the application of non-conscious tools to measure and manage the emotional dimensions of decision making. 'Neuroscience is rapidly understanding that emotion trumps logic in buying decisions and today business is not effectively tapping into 85% of what really drives customers', employees', shareholders' and other key influencers' choices and decisions,' he added.

Most recently, Lindstrom authored a book called 'Buyology - Truth and Lies About Why We Buy', which reveals how marketers and advertisers capture consumer attention and loyalty.

Web sites: www.buyologyinc.com and www.hakuhodo.jp .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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