"See your offering through the buyer's eyes for more effective marketingBuyer Personas is the marketer's actionable guide to learning what your buyer wants and how they make decisions. Written by the world's leading authority on buyer personas, this book provides comprehensive c…
The Dark Side of Social Media takes a consumer psychology perspective to online consumer behavior in the context of social media, focusing on concerns for consumers, organizations, and brands. Using the concepts of digital drama and digital over-engagement, established as well a…
"In this ground-breaking book, Phil Barden reveals what decision science explains about people's purchase behaviour, and specifically demonstrates its value to marketing. He shares the latest research on the motivations behind consumers' choices and what happens in the human bra…
"While many consumers profess a desire to help end climate change by engaging in more sustainable behaviors, consumer behavior experts note the "say-do" gap between expressed intention and behavior. How do we explain this? What, if anything, can consumers be encouraged to do to …
