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.
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- ISBN10 9353887534
- ISBN13 9789353887537
- Publish Date 8 February 2021 (first published 1 February 2021)
- Publish Status Active
- Publish Country IN
- Imprint SAGE Publications India Pvt Ltd
- Format Paperback
- Pages 284
- Language English
- URL https://uk.sagepub.com/booksProdDesc.nav?prodId=Book278023