The Irrational Consumer: Applying Behavioural Economics to Your Business Strategy


Behavioural economics determines how a commercial proposition might be perceived by consumers, how this perception could be influenced by the structure of the offer and of the price proposed by the seller and how this phenomenon works independently of the needs and desires the consumer had before entering the real purchasing decisions. Enrico Trevisan's book aims to present some of the most important findings of behavioural economics and to highlight the resulting opportunities for up-to-date commercial strategies. Also available as eBook.

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