Graves P. Consumerology: The Market Research Myth, the Truth About Consumers, and the Psychology of Shopping

Philip Graves. Consumerology: The Market Research Myth, the Truth About Consumers, and the Psychology of Shopping. Nicholas Brealey Publishing, 2010. - 224 p. - ISBN: 1857885503Consumer.ology shines the light on consumer behavior and the key driver of that behavior,the subconscious mind. Using his unique AFECT approach, a set of five criteria to evaluate the reliability of any consumer insight, Graves asserts that it's time for a fresh approach that embraces this new understanding of human behavior. Along the way, he reveals why the current practice of market research is a false science, why we often don't buy, and how to understand consumers better than they do themselves.