Overview

Available in paperback for the first time, this new updated and revised second edition of Consumerology: The Truth About Consumers and the Psychology of Shopping contains a new preface and epilogue, in which Philip Graves reveals the myriad tricks and psychological games high street shops play on consumers; the ways in which we are manipulated into buying things we don't want; the ways in which we deceive ourselves; and the cutting edge behavioural science being used to change our habits to even more significant degrees.

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9781857885767

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Reviews

Fascinating stuff. -- Steve Wright, BBC Radio 2 Thought-provoking stuff. The Scotsman Graves does more than just show marketers the error of their ways. He shows them a path to better insight. Director Magazine A fascinating romp through the psychological underpinnings of consumer behaviour: risk aversion, safety in numbers, scarcity value and priming. It's well written, accessible and entertaining, yet thought provoking. -- Alan Giles, Fellow of The Marketing Society and Associate Fellow, Said Business School, University of Oxford A good read. Library Journal Consumerology is a publishing phenomenon. Cambridge Business Magazine Consumer.ology is a refreshingly iconoclastic skewer through the heart of traditional market research methods and reason. Graves' peppering of psychological theory with pithy anecdotes of misguided consumer successes and failures is bound to at once ruffle feathers and get heads nodding within marketing and innovation circles. -- Blake H. Glenn, Senior Inventor, ?What If! This is an eye-opening, thoroughly researched and tightly argued book. It will alarm some, enrage others and state the obvious for many. -- Danny Flamberg Manhatten Marketing Maven There are lots of great anecdotes and examples in this excellent book. -- Faris Yakob Talent imitates, genius steals' blog This is a fascinating book which might change your view about market research forever! The book offers series of factors, which if considered carefully, can actually improve the accuracy of research: though you'll never look at research in quite the same way! This book is a real eye opener and I would recommend it for any manager at any stage in their career. Chartered Management Institute

Philip Graves has put together an excellent guide to understanding how to know what people will and won't do. Now you can have the benefit of years of knowledge and experience distilled into an easy-to-read and understand book. - From the Foreword by Kevin Hogan Alongside his debunking of the market research industry, the author takes us on a fascinating romp through the psychological underpinnings of consumer behaviour - Consumer.ology is a rich digest of insights on consumer psychology. It should be essential reading for marketers and general managers, and carefully hidden away from anyone whose livelihood depends on market research. - Alan Giles, Marketing Society Director & Associate Fellow, Said Business School, University of Oxford Consumer.ology is a refreshingly iconoclastic skewer through the heart of traditional market research methods and reason. - Blake H. Glenn, Senior Inventor, ?What If! The Innovation Company The problem with consumers is that they are incapable of understanding their purchasing behavior. Why? Because it is actually driven by the unconscious. Consumer.ology author Philip Graves is a lecturer on consumer behaviour and a consultant for associated studies for companies including Whirlpool, Virgin Media, and Pepsi. He has come to the bold conclusion that market studies and focus groups are useless. He asserts that the most accurate information about consumer needs comes from analysis of data gathered in real situations, where people are not aware that they are being observed. Fortunately, the Internet offers a vast territory for observation, because people leave countless traces of their behavior and telling comments. Keeping quiet and listening to consumers is actually just as important as communicating with them, and people often speak more honestly when no questions have been asked. - Business Digest

Author Information

Philip Graves is a consumer behaviour consultant, author and speaker, and he has been described as one of the world s leading consumer behaviour experts (Kevin Hogan). Through his consultancy, he has advised numerous businesses, including Sky, ITV, HSBC, BBC, Lloyds Banking Group, and Virgin Media. In addition, he has spoken to audiences around the world, including the UK Cabinet Office, the European Union Consumer Affairs Unit, The Royal Agricultural Society, BBC Radio 5 Live, BBC Radio Scotland, and America s Morning News. He currently writes a column on consumer psychology for the Chartered Institute of Marketing magazine. Alongside his own business, Shift Consultancy, Philip is an associate of Frontier Economics. See his website at www.philipgraves.net

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