Consumerology

The Truth about Consumers and the Psychology of Shopping

Business & Finance, Marketing & Sales, Research, Direct Marketing, Consumer Behaviour
Cover of the book Consumerology by Philip Graves, Quercus
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Author: Philip Graves ISBN: 9781473644595
Publisher: Quercus Publication: January 24, 2013
Imprint: Nicholas Brealey Language: English
Author: Philip Graves
ISBN: 9781473644595
Publisher: Quercus
Publication: January 24, 2013
Imprint: Nicholas Brealey
Language: English

Why market research does not work.

Available in paperback for the first time, this new updated and revised second edition of Consumer.ology: The Truth About Consumers and the Psychology of Shopping contains a new preface and epilogue, in which Philip Graves reveals the myriad tricks and psychological games high street shops play on consumers; the ways in which we are manipulated into buying things we don't want; the ways in which we deceive ourselves; and the cutting edge behavioural science being used to change our habits to even more significant degrees.

Graves, one of the world's leading experts in consumer behavior, reveals why the findings obtained from most market research are completely unreliable. Whether it is company executives seeking to define their corporate strategy or politicians wanting to understand the electorate, the idea that questions answered on a questionnaire or discussed in a focus group can provide useful insights on which to base business decisions is the cause of product failures, political blunders and wasted billions.

Using his unique AFECT approach, a set of five criteria to evaluate the reliability of any consumer insight, Graves asserts that it's time for a fresh approach that embraces this new understanding of human behavior.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Why market research does not work.

Available in paperback for the first time, this new updated and revised second edition of Consumer.ology: The Truth About Consumers and the Psychology of Shopping contains a new preface and epilogue, in which Philip Graves reveals the myriad tricks and psychological games high street shops play on consumers; the ways in which we are manipulated into buying things we don't want; the ways in which we deceive ourselves; and the cutting edge behavioural science being used to change our habits to even more significant degrees.

Graves, one of the world's leading experts in consumer behavior, reveals why the findings obtained from most market research are completely unreliable. Whether it is company executives seeking to define their corporate strategy or politicians wanting to understand the electorate, the idea that questions answered on a questionnaire or discussed in a focus group can provide useful insights on which to base business decisions is the cause of product failures, political blunders and wasted billions.

Using his unique AFECT approach, a set of five criteria to evaluate the reliability of any consumer insight, Graves asserts that it's time for a fresh approach that embraces this new understanding of human behavior.

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