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Winnipeg Free Press - PRINT EDITION

On the Night Table: Fabrizio DiMuro

By: Staff Writer

Posted: 12/1/2012 1:00 AM | Comments: 0

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Fabrizio DiMuro University of Winnipeg marketing professor (MIKE DEAL / WINNIPEG FREE PRESS) Photo Store

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Fabrizio DiMuro

University of Winnipeg marketing professor

"I'm reading two books by the Danish branding expert Martin Lindstrom. Time magazine has listed him among its 100 most influential people. One book is called Brandwashed, the other Buyology. In them Lindstrom explains why people make their buying decisions. He discusses such factors as peer pressure, fear, nostalgia and the influence of sexual imagery in advertising. He backs up what he says with data from his own research and also from studies others have done. He establishes a number of factors that push us to buy. Many companies know these things, so they use this information to subtly manipulate us to buy their products and services."

Republished from the Winnipeg Free Press print edition December 1, 2012 J10

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