Top critical review
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Interesting concepts, but could have been stitched better
on November 27, 2014
hrough this book , Barry has tried to explain some of the commonly felt shopping distresses. While most of them will sound familiar (have myself scratched my head in front of the toothpaste shelf and then picking up one at random, so much for all the millions spent on ads), Barry has brought out a psychological explanations behind the same. So at least i am reassured that I am not the only one facing such turmoil.
In terms of concepts I liked the positive versus negative language "discount on cash" vs "surcharge on credit". There are many occasions when I felt we were making the customer aware and doing a favour, not realising that using such a straight language may just be bad marketing.
The endowment effect is also a good insight for marketeers, bundle more and give an option for customers to remove than do the reverse.
However, as the book progresses, i felt too many concepts were being brought in, thus making me lose track of the same. And too many studies to support them - get confused too often between the correlation and causuality. By the last chapter, it almost reads like a gospel or a guide towards nirvana - satisfice more and maximise less. I am not sure that many would agree unless you are already a satisficer.
In summary, the book starts with an interest concept , but gets lost somewhere in between and shifts to a different orbit by the end.