What convinces a consumer to click the "buy button"?

What critical stimuli does it receive in order to make a purchasing decision?

The problem in attempting to answer the above or similar questions is that the complex phenomenon of Consumer Behavior is studied one-dimensionally. Can scientific theory alone explain how a consumer thinks? On the other hand, can we rely exclusively on the personal opinions of market people?

For the first time, there is an attempt to substantively connect the marketing literature and consumer behavior with the experience of the real market. 16 high-ranking executives from major companies and entrepreneurs comment on academic theory with the aim of realistically identifying the needs of a consumer. Contemporary marketing concepts such as Neuromarketing and Holistic Marketing are analyzed.

In the last section, there is another innovation: the treatment of the Citizen as a Digital Consumer. Significant figures in the political scene comment on it.

This book will make you see the market with a different perspective.