Overview

Every time you swipe your card, there's a little more going on than numbers on a receipt-it's psychology in action. Why do we splurge on the $6 latte instead of the $2 coffee? Or walk out of a store with three bags when we only needed toothpaste? Beyond the Barcode: The Science Behind Consumer Spending pulls back the curtain on the wild, quirky world of buying behavior. Justin Calabrese takes you on a fast-paced ride through the triggers that shape our choices-scarcity, nostalgia, urgency, storytelling-and shows how brands like Apple, Nike, and Starbucks don't just sell products, they sell you: identity, comfort, and the bragging rights of a good story. Packed with real examples and ""aha"" moments, this isn't some dusty theory book-it's a fun, practical guide to understanding why emotions beat logic at the checkout line, and how businesses can turn casual browsers into lifelong fans. Because when it comes to shopping, there's always more happening than meets the eye-there's always more beyond the barcode.

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Author Information

Justin Calabrese, MSM is an American entrepreneur, author, digital musical artist & creator, and small business consultant originally from Hartford, Connecticut. His entrepreneurial journey began at a young age, earning national recognition when he was featured on National Public Radio (NPR) in 2008 for his early ventures in eCommerce. That formative experience set the foundation for a career driven by innovation and growth, with expertise in technology, marketing, business development, computer coding, graphic design, and more.Most recently, Justin published Mastering Momentum: Driving Success in Business Management-a practical guide packed with proven strategies to inspire teams and elevate leadership impact. The book is available through Amazon (Prime), Walmart, and Barnes & Noble. In July 2025, he also debuted his first musical album, Baptized in Regret-an emotionally charged collection that gives voice to his personal journey through religious trauma, inner conflict, and the search for acceptance.He holds a Master's in Business Management from the University of Hartford, graduating with top honors. His commitment to academic excellence earned him a rare dual induction into a lifetime honors society, placing him among the top 3% of business students globally. These accomplishments underscore his dedication to continuous learning and achieving exceptional results.Professionally, Justin's experience spans a variety of disciplines, including eCommerce, web design, marketing, business strategy, consumer behavior, and sales. As a small business consultant, he has successfully guided over 150 businesses to achieve sustainable growth through innovative and strategic solutions. His insights have been featured in prominent publications like the Huffington Post and NewsBreak, where he shares actionable advice and industry expertise with a wider audience.Beyond his professional commitments, Justin Calabrese enjoys traveling, spending time with his family and spouse, Stephen Lynch, collecting watches, and fitness. He remains passionate about helping businesses unlock their full potential by applying a realistic strategic vision, leveraging technology, and implementing cost-effective approaches to drive success.

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