The thought-provoking consumer science book endorsed by leading academics from NYU, INSEAD, and Wharton, as well as industry experts from Coca-Cola to Ogilvy
ENDORSED BY
Rory Sutherland
•
Russell Belk
•
Pierre Chaudon
•
Adam Alter
•
Jonah Berger
•
Rory Sutherland • Russell Belk • Pierre Chaudon • Adam Alter • Jonah Berger •
Rory Sutherland
Vice Chairman Ogilvy & author of Alchemy
“This is a wonderful book, which explores the never-ending dance between marketers, who are understandably eager to create a simple classification of human motivation, and consumers themselves - who seem every bit as determined to defy such easy categorisation.”
Russell W. Belk
Distinguished Research Professor and the Kraft Foods Canada Chair in Marketing at York University
“Rarely can a book about consumer behavior read like a best-selling historical novel with gripping stories about people and ideas. This is such a book. It is both well-written with a compelling storyline and well-researched with the human details behind the ideas and people that gave birth to a discipline dedicated to studying consumers and the consumption choices we all make daily.”
Pierre Chaudon
L’Oréal Chaired Professor of Marketing, Innovation, and Creativity at INSEAD, Director of the University Behavioral Lab
“Mehdi Bouhassoune’s “Why Did You Buy That Drink?” masterfully retraces the development of marketing, linking foundational theories to current consumer behavior. Through clear examples, it examines how complex influences impact everyday purchases, providing an intriguing look at the science behind every sip, splurge, and purchase.”
Adam Alter
Professor of Marketing and Psychology, NYU & Author of IRRESISTIBLE and ANATOMY OF A BREAKTHROUGH
“Mehdi Bouhassoune’s WHY DID YOU BUY THAT DRINK? is an engaging exploration of the forces and factors that drive everyday people to buy certain things over others. Bouhassoune—an expert guide—weaves together the disciplines of marketing, psychology, and economics to paint a picture that captures how academics and practitioners understand consumers and their preferences.”
Michael R. Solomon, Ph.D.
Professor of Marketing Haub School of Business Saint Joseph's University
“We don’t buy things because of what they do. We buy them because of what they mean. Mehdi Bouhassoune shows us why. This highly readable history of consumer psychology should be required reading for research professionals. But it’s also fair game for those of us who are “consumer professionals” – in other words, anyone who has ever wondered why we buy.”
Jochen Wirtz, Ph.D.
Professor of Marketing, Vice Dean MBA Programs, National University of Singapore
“This book offers a wonderful blend of behavioral science, marketing acumen, and vivid storytelling. It demystifies the psychological drivers, cultural nuances, and situational influences that shape consumer choices every modern marketer must understand!”
Rara Naval
Human Insights Director, The Coca-Cola Company ASEAN and South Pacific