A Person Buying and Selling. How the Laws of Evolution Affect Consumer Psychology and What Luke Skywalker Has to Do with It

The evolution of the human brain spans millions of years, during which we had to run away from leopards more often than keep track of the Dow Jones index. Modern companies compose advertising texts and form product value, often unaware of what precisely compels people to buy. This book is the key to understanding the hidden mechanisms of decision-making by modern buyers. Nikolai Molchanov explains the laws by which the human brain operates and how psychology can enhance a company's efficiency - from product development to business process management.