A Man Buying and Selling. How the Laws of Evolution Affect Consumer Psychology and What Does Luke Skywalker Have to Do with It?
19.99 €
In stock
A Man Buying and Selling. How the Laws of Evolution Affect Consumer Psychology and What Does Luke Skywalker Have to Do with It?
19.99 €
Human buying behavior is uncharted territory for marketers and salespeople. In 2002, Daniel Kahneman won the Nobel Prize after proving that most people make irrational decisions. Indeed, the evolution of the human brain spans millions of years, during which we have more often had to run away from leopards than follow the Dow Jones index. Modern companies compose advertising texts and shape the value of a product, often without knowing what it is that makes people buy. This book is the key to understanding the hidden mechanisms of decision-making by modern buyers. Nikolay Molchanov - PhD in Psychology, MBA at INSEAD Business School, one of the best experts in the field of buyer behavior management. He is the author of one of the most popular Telegram channels of Runet, "Psychology of Marketing", which is read by more than 60,000 people. In his book, he explains the laws by which the human brain works and how psychology can help improve the efficiency of a company - from product development to business process management. - Why is the decision-making mechanism the same when a person buys a bath mat and when choosing which way to swipe a photo on Tinder? - How do shocked Puerto Rican rhesus macaques relate to our love of wisecracks and what does this mean for marketing? - What is the "IKEA effect" and how can we maximize profits with it?
See also:
- All books by the publisher
- All books by the author
- All books in the series Business. How it works in Russia