3 Review(s)

Truly captivating and managerially a highly relevant book on the psychology of products and brand choices that consumers make in their daily lives. The chapters on perceived risk and perception are outstanding.JAGDISH N. SHETH, Charles Kellstadt Professor of Business, Emory University, AtlantaMarketers 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 neocortex 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 that this is indeed 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 it an absorbing read.