Did you know you can better market your products and services using science?
Well, it’s true…and it's actually called consumer psychology.
But what is consumer psychology?
Consumer psychology is the study of why people make the purchasing decisions that they make.
Human behavior follows certain patterns and can actually be pretty predictable. By hacking into the psychology of a consumer, a marketer can hit their pain points, figure out what motivates them and advertise in ways that take all of this into account.
To understand more about consumer psychology, you’ll want to read a few in-depth books.
The following 10 books will give you all the information you need about consumer psychology to help you get into the psyche of your consumers to see what makes them tick.
1. The Cambridge Handbook of Consumer Psychology
If you're looking to study consumer psychology in a scientific way, a good place to start is The Cambridge Handbook of Consumer Psychology.
This book provides research findings in the field, examinations of trends and more. It's definitely one of the most comprehensive books in the field that you'll find, and it’s a great place to start if you're new to the science of consumer psychology.
2. Influence: The Psychology of Persuasion by Robert B. Cialdini
A large aspect of sales is based around influencing others. If you're good at persuading others to do things, you can get them to buy from you.
Influence will help you to better understand why people say yes to things…and how you can persuade them to agree to purchase what you're offering.
3. Decoding the New Consumer Mind: How and Why We Shop and Buy by Kit Yarrow
The great thing about Decoding the Consumer Mind is how practical it is. This book will teach you not only about consumer psychology, but also how you can better get into the head of your target audience.
Decoding the Consumer Mind contains data based off of hundreds of consumer interviews and more—making it a book that's based on more than just theory.
With this book, you’ll be able to make the right changes to your marketing plan to better reach customers in your market.
4. Pre-Suasion: A Revolutionary Way to Influence and Persuade by Robert Cialdin
This is the second Robert Cialdini book on this list, and there's a good reason for that…he knows what he's talking about!
This well-researched book approaches consumer psychology from a new perspective and focuses on changing the state of mind of customers to properly persuade them.
This is done through a diversion of attention that only the best “pre-suaders” are able to pull off.
If you like Robert Cialdini, make sure to read this book.
5. Consumer Psychology by Catherine Jansson-Boyd
This is a bit of a lesser-known book, but it's filled with excellent information that will help you lead consumers to purchasing your products and/or services.
The great thing about Consumer Psychology is that it really gets into the ways customers think and feel—and how they make a lot of their decisions from a place of emotion rather than rational thought.
You’ll find great real-world examples, study questions, exercises and more in this book to help you to soak up all of the amazing information that it's providing.
6. Consumer Psychology in a Social Media World
The advent of social media really changed the landscape of marketing—and with that came a lot of changes in the field of consumer psychology.
Sure, a lot of the principles behind why customers purchase remain the same, but this new media landscape has led to a lot of changes in the way that marketing is done.
With this book, you’ll learn about how social media has changed the marketing landscape and how you can evolve your marketing strategy to engage with consumers on these new platforms.
It’s important to note that this book contains writings from a variety of different authors.
7. Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing by Roger Dooley
This book takes marketing science to the next level!
In Brainfluence, Roger Dooley discusses how neuroscience can be applied to better market products and services to customers.
Through neuromarketing, the way the brain responds to marketing is being analyzed—and those findings are changing the marketing landscape!
Make sure to learn more about marketing’s effect on the brain with this book!
8. Buyology: Truth and Lies About Why We Buy by Martin Lindstrom
There are a lot of ideas out there about why customers buy certain things—but not all of this information is actually true.
In Buyology, different ideas about consumer psychology are explored, and some of the findings are not what you may have expected…
To dispel certain marketing myths, you’ll want to check this book out.
9. Handbook of Consumer Psychology
For those really looking to study the field of consumer psychology, the Handbook of Consumer Psychology is an important read.
This collection of writings from different top researchers really delves into the science of consumer psychology in an academic way.
If you want to get to the core of consumer psychology, give this book a read.
10. Hooked: How to Build Habit-Forming Products
While it may seem odd, companies want to get their customers HOOKED on their products and services.
This book explores consumer behavior—and how to hack that behavior to get them to purchase time and again…
Which Of These 10 Books About Consumer Psychology Will You Read?
Reading is the single easiest way you can improve yourself on a daily basis. I read new books on a regular basis, and I wouldn't be who I am today without reading.
If you aren't doing it now, start today.
Make sure to give these books a read, and learn more about WHY customers buy!