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The Irrational Consumer

30 August 2013 | Gower Publishing Ltd

The Irrational Consumer

Applying Behavioural Economics to Your Business Strategy

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.

Order via the Gower website by 31st December 2013 and receive 20% discount − exclusive to Approved Business − quote discount code G11EFG20 when ordering.

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