The book division of Alpina Books/United Press has released “Consumerology: The Market Research Myth, the Truth About Consumers, and the Psychology of Shopping.”
This book by Philip Graves has shaken up the world of market research by proving scientifically that consumer behavior is unpredictable. That means the billions of dollars spent on questionnaires, surveys, focus groups and other standard consumer research methods have been wasted. In his book, Graves gives examples of how well-known brands commonly thought to be invincible have failed and of the unexpected success of campaigns that many had considered ridiculous. He discusses experiments on the human subconscious, interesting “anti-marketing” research and provides lessons on “real marketing.”
This book will be useful not only for marketing professionals, but for anyone who wants to understand the psychology of shopping.