Buyer instinct. With a simple model of consumer behavior to reliable marketing strategies

Why do we make purchases? What motives drive us?

People rarely realize why they buy certain things, and often behave irrationally. But the purchasing behavior of a person is formed not only under the influence of emotions, it is largely due to socially as a "survival program" in conditions of social competition in complex societies. The book represents a modern, practical understanding of consumer behavior. Various approaches from the economy, social sciences, psychology and cultural studies are combined and placed in a social context. A simple model helps to better comprehend "good" consumer behavior, reasonable and meaningless purchases. Each reader of this book will be able to understand the main consumer motives and thereby better manage their daily purchasing behavior.

both consumers and companies can rethink the consumption culture, which is culturally more productive and psychologically more valuable than the "old" idea of ​​imperfect consumer, which can be manipulated