Why do consumers buy what they buy? Scientific insights from various fields including psychology, neuroscience and behavioural economics unlock the driving forces and underlying mechanisms of human decision-making, and purchase choices in particular. This book provides a journey through these fascinating insights from decision science. It is a practitioner's guide showing how to apply this valuable leading edge knowledge on consumer decision making to our day to day marketing work.
A perfect mixture of deep ideas from visual and decision neuroscience, and clear pictures of why those ideas matter for marketing.
Colin Camerer. Robert Kirby Professor of Behavioral Economics, Caltech
