Consumer.ology : the market research myth, the truth about consumers and the psychology of shopping

Available in paperback for the first time, this new, updated and revised second edition contains a thought-provoking new introduction and epilogue. Philip Graves explores the “mind gap” between conscious and unconscious thought – and behavior. He reveals the myriad tricks and psychological games shops play on we, the consumer; the ways in which we are manipulated into buying things we don’t want; the ways in which we deceive ourselves; and the cutting edge behavioral science being used to change our habits to even more significant degrees. Along the way, Graves reveals: Why the current practice of market research is a false science Why we often don't buy what we say we will How to understand consumers better than they do themselves Why market research does not work.Available in paperback for the first time, this new updated and revised second edition of Consumer.ology: The Truth About Consumers and the Psychology of Shopping contains a new preface and epilogue, in which Philip Graves reveals the myriad tricks and psychological games high street shops play on consumers; the ways in which we are manipulated into buying things we don't want; the ways in which we deceive ourselves; and the cutting edge behavioural science being used to change our habits to even more significant degrees. Graves, one of the world's leading experts in consumer behavior, reveals why the findings obtained from most market research are completely unreliable. Whether it is company executives seeking to define their corporate strategy or politicians wanting to understand the electorate, the idea that questions answered on a questionnaire or discussed in a focus group can provide useful insights on which to base business decisions is the cause of product failures, political blunders and wasted billions. Using his unique AFECT approach, a set of five criteria to evaluate the reliability of any consumer insight, Graves asserts that it's time for a fresh approach that embraces this new understanding of human behavior. Explains the folly of using market research to make corporate decisions, describing examples of expensive mistakes made by corporations from General Motors to Mattel, and offers organizations an approach to better understand their customers