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Why People (Don't) Buy: The Go and Stop Signals, by A. Chakravarti, M. Thomas
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Full of practical diagrams and maps, as well as international case studies, this book offers a unique and extensively-tested 'GO-STOP Signal Framework', which allows managers to better understand why consumers are not buying their products and what can be done to put this right.
- Sales Rank: #1407635 in Books
- Published on: 2015-06-12
- Released on: 2015-06-12
- Original language: English
- Number of items: 1
- Dimensions: 8.79" h x .79" w x 5.70" l, .95 pounds
- Binding: Hardcover
- 238 pages
Review
'Chakravarti and Thomas offer a thoroughly modern view of consumer decision-making, grounded in persuasive behavioral research and laden with practical, game-changing insights. Their 'GO-STOP Signal' Framework offers a fresh take on consumers and is a powerful and versatile tool to help marketers make fundamentally better decisions.' -Kevin Lane Keller, Professor of Marketing at Tuck School of Business at Dartmouth College; Branding Guru; author of the bestselling book Strategic Brand Management
'Chakravarti and Thomas breathe new life into what was once considered the oxymoronic phrase, 'marketing science.' Building on the venerable approach-avoidance tradition in behavioral science, their 'GO-STOP Signal' Framework sheds new light on why certain strategies work while others generally fail. This book will be a big hit with both practicing professionals and students in MBA classrooms.' -Robert H. Frank, Professor of Management and Economics at Johnson Graduate School of Management, Cornell University; author of the award-winning book The Darwin Economy
'A smart, entertaining, and practical read that opens up big new insights about consumer behavior.' -Adam Grant, Wharton professor; New York Times bestselling author of Give and Take
'Understanding your customers is vital to any business. But gaining that understanding is often harder than it looks. Why People (Don't) Buy provides a step-by-step guide to consumer insight. Filled with engaging stories and surprising findings, it provides a handy framework for why people do what they do, and how you can use that information to be more effective.' -Jonah Berger, Wharton Professor; New York Times bestselling author of Contagious: Why Things Catch On
'Why People (Don't) Buy is an engaging compendium of smart, down-to-earth advice for marketers who seek to understand why their customers sometimes do (and sometimes don't) buy. Chakravarti and Thomas take their readers on an entertaining journey through many of the marketing world's most insightful and important studies. This book is a 'must-read' if you've ever wondered why $2.99 seems like a far better deal than $3.00, why people pay a premium for tiny 100 calorie snack packs, and why the same wine tastes better at $50 a bottle than $10 a bottle.' -Adam Alter, Associate Professor of Marketing at NYU Stern School of Business; New York Times bestselling author of Drunk Tank Pink
About the Author
Amitav Chakravarti is Professor of Marketing at the Department of Management, London School of Economics and Political Science, and wrote part of the book when visiting the Sloan School of Management, MIT. Currently he is on the faculty of University of California, Riverside. Prior to his appointment at LSE, he was an Associate Professor at the Stern School of Business, New York University. He received his PhD from the University of Florida (Go Gators!) and his research has been published in leading journals like Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, and Journal of Experimental Psychology: Learning, Memory, and Cognition. He was awarded the Google-WPP Marketing Research Award and the Marketing Science Institute (MSI) Young Scholar Award, and named among the 'Top 10' instructors at the Department of Management, LSE. Chakravarti spends a lot of his time in the concrete jungles of New York City, but still misses his childhood days growing up near a Rhino reserve.
Manoj Thomas is Associate Professor of Marketing and Director of Business Simulation Lab at the Samuel Curtis Johnson Graduate School of Management at Cornell University. He trains MBA students and executives to identify and test powerful consumer insights. Thomas has received the Apple Award for Excellence in Teaching. He holds a PhD in marketing from the Stern School of Business at New York University. His specialization is consumer psychology. His research has been published in the Journal of Consumer Research, the Journal of Marketing Research, Marketing Science and Psychological Science. Thomas has received several research fellowships, has been nominated an MSI Young Scholar, and is an Associate Editor for the Journal of Consumer Psychology. He lives in the idyllic town of Ithaca, NY with his charming wife and two sons.
Most helpful customer reviews
1 of 1 people found the following review helpful.
I read this book mainly to unearth some useful examples that I could integrate into my lectures
By Raj Raghunathan
I read this book mainly to unearth some useful examples that I could integrate into my lectures, but walked away getting much more out of it. It really breaks down the buying process into a simple model: the GO impulse (which steers consumers towards making a purchase) and a STOP impulse (which steers the away from making a purchase). So, as a marketer, your task is to understand both impulses and do as much as you can to augment one (the GO impulse) while mitigating the other (the STOP impulse). The numerous case studies--across a wide variety of industries (e.g., cereal and automobiles to clothing and retail) help you come up with potentially new ideas on both counts.
The one additional topic that I would have loved to have seen covered is the impact of marketer's decisions on customer well-being (and thinking about it before formulating one's strategies), but that's a small quibble. Overall, a great read!
2 of 3 people found the following review helpful.
Wonderful book
By reads
'Why People (Don't) Buy' is an excellent read to sharpen consumer insights. What I especially appreciated in this book is the discussion on backfires. To take an example that they explored in-depth, when do price discounts increase purchases by weakening the 'Stop' signal, and when do discounts backfire by weakening the 'Go' signal, leading to less liking of the product? Or to take a more novel example, there's been a lot of excitement about '100 calorie' packs for food products, but this might be a complete flop when applied to the wrong kind of product. This book offers a rigorous framework, 'Go-Stop Signal', to address these and other kinds of problems.
2 of 5 people found the following review helpful.
Five Stars
By CM1234
Brilliant!
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