4 of 4 people found the following review helpful
5.0 out of 5 stars
A business psychology book that treats psychology as a science, 11 Mar. 2014
This is pretty much the only business marketing book I could find with a true grounding in psychology as a science. There are a few others that claim to be grounded in psychology, but they either don't really tell you anything practical, or don't actually base their claims on evidence. This book does both.
The basic theory is that people make purchase decisions based upon their active goals, and that business can be seen as tools to attain certain goals. I find this to be a much more practical way of implementing marketing than trying to elicit certain emotions, which doesn't really give you much of a framework to build on.
I would recommend this book to any business owner, marketeer or psychologist