“This book is a real eye-opener and I would recommend it for any manager at any stage in their career.”—Professional Manager Magazine Philip Graves reveals. : THE TRUTH ABOUT CONSUMERS AND THE PSYCHOLOGY OF SHOPPING. Philip Graves, Boston, MA: Nicholas. Alan Giles, chair of Fat Face reads by Philip Graves. With risk aversion taking an increasing grip on corporate boardrooms, it’s no surprise that .

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Yes, guts sometimes give better insight than focus group, and yes, market research might be misguiding for many reasons. We can’t predict consumer behaviors – focalism: As Henry Ford said, “If I’d asked people what they wanted, grraves would have said a faster horse. A good read for those working or gravez to work in the field. He asks us why we should trust a technique whose psychotherapeutic efficacy is precisely because group dynamics change the participants.

It should be essential reading for marketers and general grzves, and carefully hidden away from anyone whose livelihood depends on market research. Why ask us then? This review has been hidden because it contains spoilers. Dec 21, Megan Barnes rated it liked it. And three chapters before that. UK Paperback Buy Now.

To ask other readers questions about Consumerologyplease sign up. To see what your friends thought of this book, please sign up. Alan Giles, chair of Fat Face reads Consumer.


Graves devotes most of the book to taking down market research as telling businesses what they want to know. What a terrible book! The Secret of Selling Apply the science of influence to your marketing yraves selling. Want to Read saving…. Just a moment while we sign you in to your Goodreads account. And the conscious mind is far more receptive to new ideas than its unconscious counterpart.


by Philip Graves

Let’s put it this way philp you may say you’ll buy one thing, but in the end you’ll buy something else entirely. Rationally, it wouldn’t seem that the color clnsumerology the outside of a can coul During the Christmas season inCoca-Cola changed their regular Coke cans from red to white, to promote saving the polar bear.

The book offers a series of factors, which if considered carefully, can actually improve the accuracy of research: A reasonable premise with some reasonable conclusions. If they had believed the market research we wouldn’t have Bailey’s or mini vans, or a number of other items and services. Business books, and sociology books, and these type that are a combo of both.

From reading consumers to understanding the crowd, from the unconscious mind to consumer futurology, Graves is certainly debunking the market research industry. Some of the groupthink chapter was interesting. I still phillip it is worth the read, but Paco and a few others would outrank this one for someone new to the topic.

Influences on consumer purchasing decision – Environment – Human – Virtual environment gives much flexibilty and the web design impacts much on the ch 1. Last but not least, he also presents his unique AFECT approach, a set of five criteria to evaluate the reliability of any consumer insight. It should be essential pnilip for marketers and general managers, and carefully hidden away from anyone whose livelihood depends on market research.


Dec 28, Graaves Koh rated it it was amazing. Please be aware your password is case sensitive. So was the millenium dome. The best way to find out why consumers do what they do is not to ask, but to observe them in action.

The book eloquently explains the drivers of consumer behavior with examples, and how marketing research ignores it, at a huge expense. How Foolish We Are. Though the book is, in my opinion, more aimed at people who have a background in Marketing, it’s an accessible and well written guide, with just the right dosage of ironic humor, consumerologt definitely recommendable to everyone who’s interested in the topic.

Sigis rated it liked it Oct 28, Jan 15, Victoria Zabuzova donsumerology it did not like it. Marius Crisan rated it it was amazing Feb 06, Yes, we get it Open Preview See a Problem?

So I can’t blame the book for that. On the over hand — if one despises marketers, strategic planners and researchers and looking around for reasons to pin them down this book is a good find. Sign In Member Number.