The Person Buying and Selling: How Evolutionary Laws Affect Consumer Psychology and What Luke Skywalker Has to Do with It

Winner of the PwC award for the «Business Book of the Year in Russia»! The behavior of a person buying is an unexplored territory for marketers and salespeople. In 2002, Daniel Kahneman was awarded the Nobel Prize for proving that most people make irrational decisions. Indeed, the evolution of the human brain spans millions of years, during which we have had to flee from leopards more often than monitor the Dow Jones index. Modern companies compose advertising texts and create product value, often unaware of what actually drives people to buy. This book is the key to understanding the hidden mechanisms of decision-making by modern buyers. Nikolai Molchanov is a PhD in psychology, MBA from INSEAD business school, and one of the top experts in consumer behavior management.

The author of one of the most popular Telegram channels in the RuNet, «Psychology of Marketing», read by over 60,000 people. In his book, he explains the laws governing the human brain and how psychology can increase a company’s effectiveness—from product development to business process management.

• Why is the decision-making mechanism the same when a person buys a bathroom mat and when choosing which way to swipe a photo on Tinder?

• How are shocked Puerto Rican rhesus macaques connected to our love of showing off and what does this mean for marketing?

• What is the «IKEA effect» and how can it be used to increase profits?