How People Really Buy

Discover the hidden dynamics of consumer behavior with How People Really Buy: The Hidden Secrets of Consumer Behavior through Behavioral Economics. This groundbreaking book unveils the psychological forces and behavioral patterns that shape purchasing decisions in our daily lives. Written by the strategic consultants of CGSI, the book draws on decades of research in behavioral economics, integrating insights from pioneers like Daniel Kahneman, Amos Tversky, and Richard Thaler.

Far from the traditional notion of the rational consumer, this book explores how emotions, intuition, and subtle environmental cues drive our decisions. From the powerful impact of loss aversion and social proof to the nuanced role of framing and scarcity, How People Really Buy provides a compelling narrative filled with real-world examples and actionable insights. Each chapter delves deep into psychological mechanisms, explaining why we often deviate from logic in our choices and how businesses can ethically harness these tendencies to build trust and loyalty.

Whether you're a curious consumer, a business leader, or an aspiring marketer, this book equips you with the tools to understand the interplay between human psychology and economic behavior. Unlock the secrets behind why people make the choices they do and learn to navigate the complex landscape of modern consumption. How People Really Buy is not just a book—it’s a roadmap to decoding the essence of human behavior in the marketplace.

About the Authors

This book is authored by partners at the strategic consulting firm CGSI for a global audience. Drawing on their extensive experience consulting with businesses, the authors observed and analyzed diverse consumer behavior patterns through the lens of behavioral economics, organizing their findings systematically into this book.