consumer behavior Book Summaries

Predictably Irrational explores the hidden forces that shape human behavior, revealing that we are not as rational as we think when making decisions. It’s a must-read if you want to better understand human nature and consumer behavior for marketing, or if you're looking to upgrade your own decision-making skills.

Hooked shows how to create digital products that are engaging, compelling and habit-forming. Nir Eyal reveals how big tech companies like Google, Twitter and Facebook keep us coming back to their apps over and over again. His "Hooked Model" has 4 steps: trigger, action, variable reward and investment.

Influence is about six principles of persuasion useful for sales, marketing and negotiation. Professor Robert Cialdini says certain triggers can influence human decisions almost automatically. The six principles are: reciprocity, consistency, social proof, liking, authority and scarcity.

Contagious shows how we can make our content or products more viral and shareable. Jonah Berger simplified years of his social psychology research into 6 essential principles: social currency, triggers, emotion, public, practical value and stories.

Pre-Suasion shows a new side of influence. It's about everything that happens BEFORE you ask someone to say yes to your proposal. Professor Robert Cialdini has distilled hundreds of scientific studies to prove that how you FRAME a message from the beginning is crucial to its success.