{"id":1944,"date":"2012-03-06T15:58:00","date_gmt":"2012-03-06T15:58:00","guid":{"rendered":""},"modified":"2021-11-15T09:01:22","modified_gmt":"2021-11-15T09:01:22","slug":"buyology","status":"publish","type":"post","link":"https:\/\/www.booksandlilies.com\/index.php\/2012\/03\/06\/buyology\/","title":{"rendered":"Buyology"},"content":{"rendered":"<div dir=\"ltr\" style=\"text-align: left;\" trbidi=\"on\">\n<div style=\"color: #444444; font-family: &quot;Helvetica Neue&quot;,Arial,Helvetica,sans-serif;\">\n<m:smallfrac m:val=\"off\">    <m:dispdef>    <m:lmargin m:val=\"0\">    <m:rmargin m:val=\"0\">    <m:defjc m:val=\"centerGroup\">    <m:wrapindent m:val=\"1440\">    <m:intlim m:val=\"subSup\">    <m:narylim m:val=\"undOvr\">   <\/m:narylim><\/m:intlim> <\/m:wrapindent>  <\/m:defjc><\/m:rmargin><\/m:lmargin><\/m:dispdef><\/m:smallfrac><\/div>\n<div style=\"color: #444444; line-height: normal; margin-bottom: 0.0001pt;\">\n<span style=\"font-family: Arial, Helvetica, sans-serif; font-size: small;\"><span style=\"color: black;\">Na ovaj post me je inspirisala knjiga&nbsp;&#8216;<\/span><b style=\"color: black;\">&#8216;Kupologija: istine i la\u017ei o tome za\u0161to kupujemo&#8220;<\/b><span style=\"color: black;\">&nbsp;koju sam nedavno pro\u010ditala.<\/span>&nbsp;<\/span><\/div>\n<div style=\"color: #444444; line-height: normal; margin-bottom: 0.0001pt;\">\n<\/div>\n<div style=\"color: black; line-height: normal; margin-bottom: 0.0001pt;\">\n<span style=\"font-size: small;\"><span lang=\"SR\" style=\"font-family: Arial, Helvetica, sans-serif;\">Sa svih strana smo okru\u017eeni reklamom, bilo da smo je svesni ili ne. Koji su trikovi velikih kompanija da privole ljude da kupuju ba\u0161 njihov proizvod? Da li su potro\u0161a\u010di \u017ertve njihove manipulacije? Odgovore na ova i mnoga druga pitanja mo\u017eete prona\u0107i u ovoj knjizi Martina Lindstroma, stru\u010dnjaka za reklamiranje koji godi\u0161nje odr\u017ei na stotine predavanja na ovu temu \u0161irom sveta, ilustrovanoj mno\u0161tvom <u>konkretnih primera<\/u> &#8211; \u0161to je po mom mi\u0161ljenju najbolje, jer smo zasi\u0107eni uop\u0161tenim tekstovima s kojima se mo\u017eemo sresti na svakom koraku.<\/span><\/span><\/div>\n<div style=\"color: black; line-height: normal; margin-bottom: 0.0001pt;\">\n<\/div>\n<div style=\"color: black; line-height: normal; margin-bottom: 0.0001pt;\">\n<span style=\"font-family: Arial, Helvetica, sans-serif; font-size: small;\">Tako ovde, izme\u0111u ostalog, mo\u017eemo pro\u010ditati slede\u0107e:<\/span><\/div>\n<ul style=\"color: black; text-align: left;\">\n<li><span style=\"font-size: small;\"><span lang=\"SR\" style=\"font-family: Arial, Helvetica, sans-serif;\">Za\u0161to odlu\u010dujemo da kupimo proizvode odre\u0111enog brenda?<\/span><\/span><\/li>\n<li><span style=\"font-size: small;\"><span lang=\"SR\" style=\"font-family: Arial, Helvetica, sans-serif;\">Za\u0161to upozorenja o \u0161tetnosti duvana koja se nalaze od\u0161tampana na kutijama cigareta u mozgu potro\u0161a\u010da ne nalaze na odbijanje?<\/span><\/span><\/li>\n<li><span style=\"font-size: small;\"><span lang=\"SR\" style=\"font-family: Arial, Helvetica, sans-serif;\">Kako je film Toma Kruza&nbsp;<i>Top Gan&nbsp;<\/i>uticao na prodaju Rayban nao\u010dara, ko\u017enih avijati\u010darskih jakni i broj regruta ratnog vazduhoplovstva i mornarice.<\/span><\/span><\/li>\n<li><span style=\"font-family: Arial, Helvetica, sans-serif; font-size: small;\"><span lang=\"SR\"><\/span><span lang=\"SR\">Za\u0161to je \u010dokoladica Kit-Kat toliko popularna na pretrpanom japanskom maloprodajnom tr\u017ei\u0161tu.<\/span><\/span><\/li>\n<li><span style=\"font-size: small;\"><span lang=\"SR\" style=\"font-family: Arial, Helvetica, sans-serif;\">&nbsp;Kako je brend Nike do\u0161ao do svog logoa (karakteristi\u010dno \u2019krilce\u2019 za koje danas svi znamo \u0161ta ozna\u010dava)<\/span><\/span><\/li>\n<\/ul>\n<div style=\"color: #444444; font-family: &quot;Helvetica Neue&quot;,Arial,Helvetica,sans-serif;\">\n<\/div>\n<div style=\"color: #444444; font-family: &quot;Helvetica Neue&quot;,Arial,Helvetica,sans-serif;\">\n<\/div>\n<div class=\"separator\" style=\"clear: both; color: #444444; font-family: &quot;Helvetica Neue&quot;,Arial,Helvetica,sans-serif; text-align: center;\">\n<span style=\"font-size: small;\"><a href=\"http:\/\/2.bp.blogspot.com\/-FO7Tm7RDfmQ\/T1YwJSDdL1I\/AAAAAAAAAOc\/OWcEEb4WhdA\/s1600\/Kupologija.JPG\" imageanchor=\"1\" style=\"margin-left: 1em; margin-right: 1em;\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/www.booksandlilies.com\/wp-content\/uploads\/2012\/03\/Kupologija.jpg\" class=\"wp-image-1945\" height=\"480\" width=\"640\" \/><\/a><\/span><\/div>\n<div style=\"color: #444444; font-family: &quot;Helvetica Neue&quot;,Arial,Helvetica,sans-serif; line-height: normal; margin-bottom: 0.0001pt;\">\n<\/div>\n<div style=\"color: #444444; font-family: &quot;Helvetica Neue&quot;,Arial,Helvetica,sans-serif; line-height: normal; margin-bottom: 0.0001pt;\">\n<\/div>\n<div style=\"color: black; line-height: normal; margin-bottom: 0.0001pt;\">\n<span style=\"font-size: small;\"><span lang=\"SR\" style=\"font-family: Arial, Helvetica, sans-serif;\"><i>&#8220;Ponekad samo to \u0161to neki proizvod uvek iznova vi\u0111amo \u010dini da po\u017eelimo i sami da ga imamo.&#8220;<\/i><\/span><\/span><\/div>\n<div style=\"color: black; line-height: normal; margin-bottom: 0.0001pt;\">\n<\/div>\n<div style=\"color: black; line-height: normal; margin-bottom: 0.0001pt;\">\n<span style=\"font-size: small;\"><span lang=\"SR\" style=\"font-family: Arial, Helvetica, sans-serif;\"><i>&#8220;Nasme\u0161ena lica mogu nas podsvesno navesti da kupimo vi\u0161e, \u0161to pak zna\u010di da su vlasnici radnji koji od svojih zaposlenih tra\u017ee da se osmehuju na pravom putu.&#8220;<\/i><\/span><\/span><\/div>\n<div style=\"color: #444444; line-height: normal; margin-bottom: 0.0001pt;\">\n<\/div>\n<div style=\"color: black; line-height: normal; margin-bottom: 0.0001pt;\">\n<m:smallfrac m:val=\"off\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">    <m:dispdef>    <m:lmargin m:val=\"0\">    <m:rmargin m:val=\"0\">    <m:defjc m:val=\"centerGroup\">    <m:wrapindent m:val=\"1440\">    <m:intlim m:val=\"subSup\">    <m:narylim m:val=\"undOvr\">   <\/m:narylim><\/m:intlim> <\/m:wrapindent>  <\/m:defjc><\/m:rmargin><\/m:lmargin><\/m:dispdef><\/span><\/m:smallfrac><\/div>\n<div style=\"color: black; line-height: normal; margin-bottom: 0.0001pt;\">\n<span style=\"font-family: Arial, Helvetica, sans-serif; font-size: small;\"><i><span lang=\"SR\">&nbsp;<\/span><span lang=\"SR\" style=\"line-height: 115%;\">&#8220;Ve\u0107ina brendova poigrava se strahom, posredno ili neposredno. Kupujemo lekove da odagnamo depresiju, pilule za mr\u0161avljenje i \u010dlanstvo u teretani da bismo spre\u010dili gojaznost, kreme i serume da ubla\u017eimo strah od starenja&#8230; Stru\u010dnjaci za reklamu poku\u0161avaju da nas zastra\u0161ivanjem ubede da \u0107emo, ako ne kupimo njihov proizvod, biti manje bezbedni, manje sre\u0107ni i da \u0107emo imati manje vlasti nad svojim \u017eivotom.&#8220;<\/span><\/i><\/span><\/div>\n<div style=\"color: black; line-height: normal; margin-bottom: 0.0001pt;\">\n<span style=\"font-family: Arial, Helvetica, sans-serif;\"><span style=\"font-size: small;\"><span lang=\"SR\" style=\"line-height: 115%;\">&nbsp;<\/span><\/span>    <m:smallfrac m:val=\"off\">    <m:dispdef>    <m:lmargin m:val=\"0\">    <m:rmargin m:val=\"0\">    <m:defjc m:val=\"centerGroup\">    <m:wrapindent m:val=\"1440\">    <m:intlim m:val=\"subSup\">    <m:narylim m:val=\"undOvr\">   <\/m:narylim><\/m:intlim> <\/m:wrapindent>  <\/m:defjc><\/m:rmargin><\/m:lmargin><\/m:dispdef><\/m:smallfrac><\/span><\/div>\n<div style=\"color: black;\">\n<span style=\"font-size: small;\"><span lang=\"SR\" style=\"font-family: Arial, Helvetica, sans-serif;\"><i>&#8220;\u0160to je vi\u0161e jedan brend obavijen velom tajne, to je verovatnije da \u0107e nam se dopasti.&#8220;<\/i><\/span><\/span><\/div>\n<div style=\"color: black;\">\n<\/div>\n<div style=\"color: black; line-height: normal; margin-bottom: 0.0001pt;\">\n<m:smallfrac m:val=\"off\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">    <m:dispdef>    <m:lmargin m:val=\"0\">    <m:rmargin m:val=\"0\">    <m:defjc m:val=\"centerGroup\">    <m:wrapindent m:val=\"1440\">    <m:intlim m:val=\"subSup\">    <m:narylim m:val=\"undOvr\">   <\/m:narylim><\/m:intlim> <\/m:wrapindent><\/m:defjc><\/m:rmargin><\/m:lmargin><\/m:dispdef><\/span><\/m:smallfrac><\/div>\n<div style=\"color: black; line-height: normal; margin-bottom: 0.0001pt;\">\n<span style=\"font-size: small;\"><span lang=\"SR\" style=\"font-family: Arial, Helvetica, sans-serif;\">Iako je <b>vid<\/b> klju\u010dni faktor kupovine, <b>miris<\/b> i <b>zvuk<\/b> su znatno mo\u0107niji nego \u0161to smo mogli i da sanjamo. Miris aktivira potpuno iste regione mozga kao i slika proizvoda. To obja\u0161njava za\u0161to se u prodavnicama znatno pove\u0107a prodaja kada se na \u017eenskom odeljenju raspr\u0161e mirisi poput vanile.<\/span><\/span><\/div>\n<div style=\"color: black; line-height: normal; margin-bottom: 0.0001pt;\">\n<span style=\"font-size: small;\"><span lang=\"SR\" style=\"font-family: Arial, Helvetica, sans-serif;\">Mada se omiljeni mirisi razlikuju od kulture do kulture i od nara\u0161taja do nara\u0161taja, svi su oni, donekle, oblikovani na\u0161im unutra\u0161njim asocijacijama.<\/span><\/span><\/div>\n<div style=\"color: black; line-height: normal; margin-bottom: 0.0001pt;\">\n<span style=\"font-size: small;\"><span lang=\"SR\" style=\"font-family: Arial, Helvetica, sans-serif;\">Miomiris koji udi\u0161emo iz restorana zapravo ne poti\u010de sa ro\u0161tilja ve\u0107 iz limenke sa sprejom, a koji restorani brze hrane izbacuju kroz ventilacione otvore. U ovo sam se li\u010dno uverila dok sam stajala kod hotela Moskva, \u010dekaju\u0107i drugaricu. Iz <i>MekDonaldsa<\/i> se \u0161irio zamaman miris brze hrane, iako je njihov restoran bio na drugom kraju ulice, razdvojen brojnim saobra\u0107ajnim trakama, velikim trotoarom i ba\u0161tom. U uobi\u010dajenim situacijama ne\u0107emo osetiti miris koji se \u0161iri iz kuhinje restorana (jer se ne nalaze odmah kod ulaza u restoran, prili\u010dno su zavu\u010dene i gosti ih i ne vide), eventualno ako bismo pro\u0161li neposredno ispred samog ulaza restorana. I tako sam ja, iako uop\u0161te nisam bila gladna, osetiv\u0161i taj miris, po\u017eelela da svratim u MekDonalds i naru\u010dim hamburger i pomfrit, koji mi se do pre par sekundi uop\u0161te nisu jeli. Ipak, nekako sam odolela. Nakon \u0161to sam pro\u010ditala ovu knjigu, bilo mi je jasno da se i oni, verovatno, slu\u017ee \u2019\u2019prljavim\u2019\u2019 trikovima kao i njihove ameri\u010dke kolege i izbacuju miris kroz ventilacione otvore na ulicu. <\/span><\/span><\/div>\n<div style=\"color: black; font-family: &quot;Helvetica Neue&quot;,Arial,Helvetica,sans-serif; line-height: normal; margin-bottom: 0.0001pt;\">\n<\/div>\n<div class=\"separator\" style=\"clear: both; text-align: center;\">\n<span style=\"font-size: small;\"><a href=\"http:\/\/3.bp.blogspot.com\/-CF2qyraWmSM\/T1YxNaWLqPI\/AAAAAAAAAOk\/aOLzg3tIJ9Y\/s1600\/Terazije.JPG\" imageanchor=\"1\" style=\"margin-left: 1em; margin-right: 1em;\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/www.booksandlilies.com\/wp-content\/uploads\/2012\/03\/Terazije.jpg\" class=\"wp-image-1946\" height=\"480\" width=\"640\" \/><\/a><\/span><\/div>\n<div style=\"font-family: &quot;Helvetica Neue&quot;,Arial,Helvetica,sans-serif; line-height: normal; margin-bottom: 0.0001pt;\">\n<\/div>\n<div style=\"color: black; line-height: normal; margin-bottom: 0.0001pt;\">\n<span style=\"font-size: small;\"><span lang=\"SR\" style=\"font-family: Arial, Helvetica, sans-serif;\">Sa svih strana su napadnuta na\u0161a \u010dula, odnosno na\u0161 nov\u010danik. Ipak. i kompanijama je zadovoljstvo mu\u0161terije veoma va\u017eno jer nezadovoljni verovatno nikada vi\u0161e ne\u0107e kupiti njihov proizvod.&nbsp; Dakle, igra se na obostrano zadovoljstvo, a na nama je da odlu\u010dimo do koje mere \u0107emo se prepu\u0161tati kupovini. <\/span><\/span><\/div>\n<div style=\"line-height: normal; margin-bottom: 0.0001pt;\">\n<span style=\"font-size: small;\"><span lang=\"SR\" style=\"font-family: &quot;Helvetica Neue&quot;,Arial,Helvetica,sans-serif;\"><br \/>\n<\/span><span style=\"font-family: &quot;Times New Roman&quot;,&quot;serif&quot;;\"><\/span><\/span><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Na ovaj post me je inspirisala knjiga&nbsp;&#8216;&#8216;Kupologija: istine i la\u017ei o tome za\u0161to kupujemo&#8220;&nbsp;koju sam nedavno pro\u010ditala.&nbsp; Sa svih strana smo okru\u017eeni reklamom, bilo da smo je svesni ili ne. Koji su trikovi velikih kompanija da privole ljude da kupuju ba\u0161 njihov proizvod? Da li su potro\u0161a\u010di \u017ertve njihove manipulacije? Odgovore na ova i mnoga&#8230;<\/p>\n","protected":false},"author":2,"featured_media":1945,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1],"tags":[4,6],"class_list":["post-1944","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-books","tag-journal"],"_links":{"self":[{"href":"https:\/\/www.booksandlilies.com\/index.php\/wp-json\/wp\/v2\/posts\/1944","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.booksandlilies.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.booksandlilies.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.booksandlilies.com\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.booksandlilies.com\/index.php\/wp-json\/wp\/v2\/comments?post=1944"}],"version-history":[{"count":0,"href":"https:\/\/www.booksandlilies.com\/index.php\/wp-json\/wp\/v2\/posts\/1944\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.booksandlilies.com\/index.php\/wp-json\/wp\/v2\/media\/1945"}],"wp:attachment":[{"href":"https:\/\/www.booksandlilies.com\/index.php\/wp-json\/wp\/v2\/media?parent=1944"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.booksandlilies.com\/index.php\/wp-json\/wp\/v2\/categories?post=1944"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.booksandlilies.com\/index.php\/wp-json\/wp\/v2\/tags?post=1944"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}