Companies of all kinds have fallen into some of the most
fundamental of traps when it comes to consumer marketing; in
assuming that the motivation that drives their customers is
entirely rational. Enrico Trevisan's The Irrational Consumer builds
on the ground breaking works on behavioural economics of authors
such as Daniel Kahneman and Richard Thaler in order to explain the
fundamental drivers of customer decisions and how to incorporate
these into your business strategy. Learn how consumers respond to
different offer architectures and discounts; why they sometimes
struggle to see the wood for the trees in a world of
ever-increasing options; what are the rules of thumb they develop
for making sense of value. Behavioural economics offers
organizations perspectives for engaging with customers, whose views
on what to buy are strongly driven by contextual factors, such as
the framework and the dynamics of choices. Enrico Trevisan's The
Irrational Consumer is your 'must-have' primer to this world.
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