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Consumerology: The Truth about Consumers and the Psychology of Shopping Paperback – January 24, 2013
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A fascinating romp through the psychological underpinnings of consumer behaviour: risk aversion, safety in numbers, scarcity value and priming. It's well written, accessible and entertaining, yet thought provoking.―Alan Giles, Fellow of The Marketing Society and Associate Fellow, Said Business School, University of Oxford
This is an eye-opening, thoroughly researched and tightly argued book. It will alarm some, enrage others and state the obvious for many.―Manhatten Marketing Maven
This is a fascinating book which might change your view about market research forever! The book offers series of factors, which if considered carefully, can actually improve the accuracy of research: though you'll never look at research in quite the same way! This book is a real eye opener and I would recommend it for any manager at any stage in their career.―Chartered Management Institute
Thought-provoking stuff.―The Scotsman
There are lots of great anecdotes and examples in this excellent book.―Talent imitates, genius steals' blog
Graves does more than just show marketers the error of their ways. He shows them a path to better insight.―Director Magazine
Fascinating stuff.―Steve Wright, BBC Radio 2
Consumerology is a publishing phenomenon.―Cambridge Business Magazine
Consumer.ology is a refreshingly iconoclastic skewer through the heart of traditional market research methods and reason. Graves' peppering of psychological theory with pithy anecdotes of misguided consumer successes and failures is bound to at once ruffle feathers and get heads nodding within marketing and innovation circles.
A good read.―Library Journal
About the Author
Philip Graves is a consumer behaviour consultant, author and speaker, and he has been described as one of the world s leading consumer behaviour experts (Kevin Hogan). Through his consultancy, he has advised numerous businesses, including Sky, ITV, HSBC, BBC, Lloyds Banking Group, and Virgin Media. In addition, he has spoken to audiences around the world, including the UK Cabinet Office, the European Union Consumer Affairs Unit, The Royal Agricultural Society, BBC Radio 5 Live, BBC Radio Scotland, and America s Morning News. He currently writes a column on consumer psychology for the Chartered Institute of Marketing s magazine. Alongside his own business, Shift Consultancy, Philip is an associate of Frontier Economics. See his website at www.philipgraves.net
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Unfortunately the general public and much of psychology attempts to dismiss the fact that majority of our behavior is automatic, reflexive, or dare I say unconscious. Graves demonstrates through sound research that we are easily influenced by our environments despite our attempt to try and overcome them with thinking.
This book has tremendous practical value for business. He points out the seriousness of applying sound psychological behavioral principles that are measurable. He clearly demonstrates throughout the book that we are not nearly as cognizant of what we do (which makes the typical consumer automatically react with anger by the way) when it comes to purchasing behavior as we believe and offers sound suggestions for improving how we can measure consumer behavior in business.
The bottom line is this: The research is empirical, robust and accurate. His principles are well founded. Your business will be better for it. Buy the book!