The Best Books On Consumer Behavior

by Frank R. Kardes, Ph.D.
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4 books
Businesses spend enormous resources on monitoring, predicting, understanding, and influencing the behavior of consumers. Effective marketing depends on an in-depth understanding of the psychological processes that influence consumers. These books explain these processes to help businesses and to help consumers better understand themselves. Best of all, all of these books are scientifically grounded.
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Influence, New and Expanded

The Psychology of Persuasion
Robert B. Cialdini, PhD, 2021
This book describes and explains the seven basic principles of social influence (how people influence others). It helps people to better influence others and to avoid being unfairly influenced themselves. It provides numerous examples, including examples and explanations of major newsworthy events, such as the Watergate break-in, and the Jonestown Massacre. This book is a classic book on consumer behavior and marketing.

Pre-Suasion

A Revolutionary Way to Influence and Persuade
Robert Cialdini, 2016
This book explains how the set the stage for persuasion and influence using priming procedures (e.g., procedures that influence the ease with which different concepts come to mind) and the focusing illusion (e.g., procedures that encourage consumers to focus on one product rather than comparing multiple products). It also explains how these procedures can be combined with the seven basic principles of influence.

Contagious

Why Things Catch On
Jonah Berger, 2016
This book explains how products and ideas become popular, and in some cases, viral. It explains six basic principles of contagion and provides numerous colorful and interesting examples of these principles in action.

Consumer Behavior

Frank Kardes, Thomas Cline, Maria Cronley, 2020
Consumer behavior is the study of human responses to products, services, and the marketing of these products and services. The topic is of critical importance to managers because the focus on the consumer is the key contribution of marketing to business practice; other business functions (e.g., finance, accounting, production) ignore the consumer. Managers who really understand the consumer develop better products and services, and also market their products and services more effectively. The book also helps consumers to better understand themselves. It is organized using an information processing framework explaining how marketing communications influence consumer perception, learning and memory, motivation and emotion, persuasion and influence, and decision making. It also explains how traditional marketing and e-marketing can be used together to better influence consumers.