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How people buy online: the psychology behind consumer behaviour

By: Material type: TextTextPublication details: Sage Publications India 2021 New DelhiDescription: xiv, 258 p.: illISBN:
  • 9789353887537
Subject(s): DDC classification:
  • 658.872 G8H6
Summary: Marketers 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 it is 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 this book an absorbing read, especially for management professionals. https://in.sagepub.com/en-in/sas/how-people-buy-online/book278023
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Item type Current library Item location Collection Shelving location Call number Status Date due Barcode
Books Vikram Sarabhai Library Rack 40-A / Slot 2291 (2nd Floor, East Wing) Non-fiction General Stacks 658.872 G8H6 (Browse shelf(Opens below)) Available 204274

Table of Contents

Preface
Acknowledgements
Psychology of a Digital Consumer
Putting Science Back in Marketing
How to Make Someone Say Yes
Perceived Risk
The Art of Fascination in Marketing
Memory and Marketing
Perception: How Customers See You
Emotions in Marketing
Why Do You Buy?
Price Is About Perception!
Social Media Marketing
Designing the Perfect Website
Power of Persuasive Writing
The Power of Imagery

Marketers 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 it is 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 this book an absorbing read, especially for management professionals.

https://in.sagepub.com/en-in/sas/how-people-buy-online/book278023

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