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Consumerology: The Market Research Myth, the Truth about Consumers and the Psychology of Shopping
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Consumerology: The Market Research Myth, the Truth about Consumers and the Psychology of Shopping

3.42 of 5 stars 3.42  ·  rating details  ·  113 ratings  ·  15 reviews
"This book is a real eye-opener and I would recommend it for any manager at any stage in their career."—Professional Manager Magazine

Philip Graves reveals the myriad tricks and psychological games retailers play on consumers, the ways in which we are manipulated into buying things we don't want, and the cutting edge science being used to change our habits to ever more sign
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Hardcover, 224 pages
Published September 9th 2010 by Nicholas Brealey Publishing
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Birgit
Don't be fooled by thinking that Philip Graves' Consumerology is basically about “shopping til' I'm dropping”, because it is not. This is a fascinating book on consumer psychology and marketing research, which allows you a whole new perspective on what exactly makes your “inner shopper” tick.
Let's put it this way – you may say you'll buy one thing, but in the end you'll buy something else entirely. Welcome to the unconscious which decides for us, whether we want it to, or not. From reading consu
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Dariosk
Great subject
Oh so boring writing
Megan Barnes
During the Christmas season in 2011, Coca-Cola changed their regular Coke cans from red to white, to promote saving the polar bear. An uproar ensued. Diet Coke drinkers confused their silver cans with the Coke cans, and you do NOT want to mess with a Diet Coke addicts drink. People claimed that the Coke in white cans tasted different than the red. There were even youtube videos of a woman doing a blind taste-test proving it.

Rationally, it wouldn't seem that the color on the outside of a can coul
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Rebecca Ott
Interesting book. A bit up exciting in parts. Can give you real insight into your own decision-making processes and make you a more mindful shopper.
Lee Hutchinson
A must-read for shrewd and canny business types. For anyone who believes that market research is a useful or accurate tool for assessing and predicting consumer behaviour - read this book - and go figure!
Jeff
It had some interesting material on how people consciously and unconsciously make decisions and then rationalize their behavior, but with my lack of background or interest in marketing & focus groups, some portions were a little much. Still, many fascinating real-world examples of how priming, suggestion, environment, & group interactions impact our behavior. A thought-provoking book.
Jackie
Great book that analyzes marketing research. Actually the subtitle says it all. Many are people making money for research that often does not prove true in reality. If they had believed the market research we wouldn't have Bailey's or mini vans, or a number of other items and services. As Henry Ford said, "If I'd asked people what they wanted, they would have said a faster horse."
Maciek Lipiec
Bardzo dobre - o pułapkach researchu.
Heather
I bought it because it was cheap. However, the author makes a case for understanding brain science in determining how people make purchasing decisions. A reasonable premise with some reasonable conclusions.
Daniel Koh
A good read for market researchers!
Bryan
Although written for market researchers, I found the info quite fascinating and useful to consumers too.
Ted Brockwood
Read buy-ology instead. It covers the same ground with better examples and better writing
Ming Siu
Some interesting observations, but it quickly got repetitive.
A.
What a terrible book!
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