How People Buy Online: The Psychology Behind Consumer Behaviour
Author: Seema Gupta
9789353887537 | PB | pp. 284 | 2021 | SAGE Publications Pvt. Ltd
Ever wondered what governs buying decisions of digital consumers? How People Buy Online delves into consumer psychology and behavioural economics to gives us useful insights.
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Marketers have long debated on what governs buying decisions of digital consumers. Are these decisions rational or are they driven by whims and fancies?
Human decisions are controlled more by the reptilian brain led by fear and the mammalian brain governed by emotions, rather than the neo cortex that works on rationale. Is it then possible for marketers to decode buying decisions of digital consumers and market their wares strategically in a highly competitive marketplace?
How People Buy Online proves it is possible. Not only does it break the myths about online shopping behaviour, but it also reveals some deep marketing insights for consumer engagement by delving into consumer psychology and behavioural economics. This unique intersection of marketing with psychology makes this book an absorbing read, especially for management professionals.
SAGE Publications Pvt. Ltd
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