Overview

Why do some brands feel instantly right while others are ignored, even when the product is better? People do not buy consciously. They respond to cues, fast emotional responses, learned habits, social signals and invisible reference points present in the moment of choice. This is why there is no average consumer. These responses are not random. They are shaped over time by biology and lived experience, which determine what feels safe, familiar, risky or worth choosing before logic ever gets involved, drawing from behavioural science, neuroscience and psychology. Once you understand this, marketing stops being about saying more and becomes about triggering the right thing. Founders can rethink positioning, messaging and strategy by focusing on what actually moves a person to choose one brand over another.

Full Product Details

9781919349831

Table of Contents

Reviews

Author Information

Karina Karn, MSc, is a Spanish-British brand strategist whose work is driven by a single, powerful question: how are brands chosen. Hersearch for the answer led her into consumer psychology, shaping an innovative perspective rooted in behavioural science that goes beyond generic marketing approaches.With over a decade of experience working across B2B companies and global brands, her work makes the invisible triggers of human decision-making actionable for brand strategy and positioning. Her academic foundation, which includes a Master's degree from a leading European university, has been pressure-tested in some of the world's most demanding commercial environments.She is a trusted expert within the NewtonX network, working with Fortune 500 brands, and a regular voice on London's keynote stages, broadcast media and industry publications.

Tab Content 6

Countries Available