{ "item_title" : "The Psychology of Consumer Behavior", "item_author" : [" Caroline Maina "], "item_description" : "Every purchase you have ever made was, in some sense, a decision. But not every purchase was a choice, in the fullest meaning of that word: a deliberate act, undertaken with clear awareness of why you wanted the thing and what having it would actually change about your life.Some purchases are choices in this fuller sense. Many are something else: the endpoint of a process that began outside your own mind entirely, in an advertisement engineered by people who study human psychology professionally, in a social comparison you never consciously initiated, in a slow and almost invisible upward drift of what feels normal to spend, or in a private, largely unexamined story about who you are and who you are trying to become.This book is about that process. It examines four of the most powerful psychological forces that shape consumer behavior: advertising, which is built on a genuinely sophisticated understanding of how human attention, emotion, and memory actually work; status consumption, the deeply human drive to signal position and belonging through what we own and display; lifestyle inflation, the quiet upward ratchet of spending that consumes income growth almost as fast as it arrives; and consumer identity, the profound and often unconscious ways that purchases become entangled with our sense of who we are.None of these forces is discussed here as a moral failing. They are, each one, deeply human, evolutionarily comprehensible, and in some measure unavoidable. The goal of this book is not to make you immune to them, an impossible and probably undesirable aspiration, but to make you aware of them: to help you see the machinery clearly enough that you can decide, purchase by purchase, when to let it run and when to interrupt it. That awareness, cultivated deliberately across every chapter that follows, is the entire promise of this book.", "item_img_path" : "https://covers3.booksamillion.com/covers/bam/9/79/818/553/9798185538258_b.jpg", "price_data" : { "retail_price" : "40.00", "online_price" : "40.00", "our_price" : "40.00", "club_price" : "40.00", "savings_pct" : "0", "savings_amt" : "0.00", "club_savings_pct" : "0", "club_savings_amt" : "0.00", "discount_pct" : "10", "store_price" : "" } }

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