You are here

Resources to help you teach online

See our resources page for information, support and best practices.

Due to the current restrictions in place, our inspection copy policy has changed. Please refer to our updated inspection copy policy for details.

How People Buy Online
Share

How People Buy Online
The Psychology Behind Consumer Behaviour

  • Seema Gupta - Consultant, trainer, blogger and speaker in the area of digital marketing, and Associate Professor at IIM Bangalore


April 2021 | 284 pages | SAGE Publications Pvt. Ltd
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 neo cortex 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.
 
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

For instructors

This book is not available as an inspection copy. For more information contact your local sales representative.

Select a Purchasing Option

ISBN: 9789353887537
£16.00