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Chapter Overview
Chapter 1: AudiobookHub Recommendation
Chapter 2: Use the MindSight Matrix to grasp why consumers purchase.
Chapter 3: What we buy mirrors how we wish to feel about ourselves.
Chapter 4: Intrapsychic motivations reveal needs for safety, social status, and ongoing skill development.
Chapter 5: Instrumentally motivated consumers seek the best purchase and highly value detailed information available.
Chapter 6: Instrumentally motivated consumers prefer feeling empowered, engaged, and consistently challenged.
Chapter 7: Interpersonally motivated consumers buy primarily to feel belonging.
Description
The Science of Why (2015) is an insightful and sometimes surprising guide to a question that only the best marketers can answer: why does a customer buy? Read through these blinks to explore the various types of consumers in the marketplace, and give your own marketing greater depth and perspective.
Who Should Listen
- Businesses struggling to gain a strong customer base
- Marketers who want to approach their target market in a more nuanced manner
- Shoppers interested in how brands entice them to buy