What convinces a consumer to click the "buy button"?

What critical stimuli do they receive in order to make a purchasing decision?

The problem in attempting to answer the above or similar questions is that the complex phenomenon of Consumer Behavior is studied unidimensionally. Can scientific theory alone explain how a consumer thinks? On the other hand, can we rely exclusively on the personal opinions of market people?

For the first time, an essential connection is attempted between the literature of marketing and consumer behavior with the experience of the real market. 16 senior executives of large companies and entrepreneurs comment on academic theory with the aim of realistically detecting the needs of a consumer. Modern marketing concepts such as Neuromarketing and Holistic Marketing are analyzed.

In the last section, there is another innovation: the treatment of the Citizen as a Digital Consumer. Important figures from the political scene comment.

This book will make you see the market from a different perspective.