The Mind of the Customer
October 27th, 2009
Anyone who has anything at all to sell, and expects to sell it in reasonable quantities is well advised to make serious attempts to understand the thought processes of potential customers. Buying decisions are by no means as logical as we are often led to believe. Indeed that is true of any and all the decisions we make.
With respect to our marketing in general, and our advertising and copywriting in particular, most of us need to get a better grasp of how people actually make choices. Decision making is only consciously rational to a limited degree.
Jonah Lehrer’s book, How We Decide, explores many of the mysteries of the human mind, not only in connection with buying and selling but across the board of our human experiences. What’s more it’s written for the non-specialist in language that is intelligible to the ordinary intelligent person.
Buy it from Amazon.com
Tags: decision making, marketing, psychology, selling
October 28th, 2009 at 6:52 am
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