The Marketing Book Podcast

The Consumer Behaviour Book: Exploring The Reasons Why Emotions Are So Important In Decision Making by Anthony “Tas” Tasgal  ABOUT THE BOOK: Neoclassical economics assumes that most people have well-defined preferences and make well-informed, self-interested decisions based on those preferences.  But in the real world, this is often not the case.  The Consumer Behaviour Book combines elements of economics and psychology to help you understand how and why consumers behave the way they do. Using behavioral economics as the foundation, the author explains the anomalies in consumer choices and what influences human behavior, preferences, and decision-making.   Often the case, emotional as well as economic factors play a vital role in consumer behavior.  Therefore, behavioral economics can be an important aid to business and marketing strategies by understanding how consumer decisions can be influenced. ABOUT THE AUTHOR: Anthony “Tas” Tasgal is a man of many lanyards: trainer, author, TEDx speaker, brand and commu