02098cam a22002655i 45000010009000000050017000090080041000260100017000670200031000840200026001150200027001410350013001680400023001810420008002040820013002121000027002252450086002522630009003382640045003473360026003923370028004183380027004465201286004738560073017592188293420260606141446.0210128s2021    cau           000 0 eng    a  2021931615  a9789353887537q(paperback)  z9789353887544q(epub)  z9789353887551q(ebook)  a21882934  aDLCbengerdacDLC  apcc  a658.83421 aGupta, Seema,eauthor.10aHow people buy online :bthe psychology behind consumer behaviour /cSeema Gupta.  a2102 1aThousand Oaks :bSAGE Publishing,c2021.  atextbtxt2rdacontent  aunmediatedbn2rdamedia  avolumebnc2rdacarrier  a"Marketers have long debated on what governs the buying decisions of digital consumers. Are these decisions rational or are they driven by whims and fancies? Human decisions are controlled more by the reptilian brain led by fear and the mammalian brain governed by emotions rather than the neocortex that works on rationale. Is it then possible for marketers to decode buying decisions of digital consumers and market their wares strategically in a highly competitive marketplace? How People Buy Online proves that this is indeed possible. Not only does it break the myths about online shopping behaviour, but it also reveals some deep marketing insights for consumer engagement by delving into consumer psychology and behavioural economics. This unique intersection of marketing with psychology makes it an absorbing read. 'Truly captivating and managerially a highly relevant book on the psychology of products and brand choices that consumers make in their daily lives. The chapters on perceived risk and perception are outstanding'. Jagdish N. Sheth, Charles Kellstadt Professor of Business, Emory University, Atlanta Seema Gupta is a consultant, trainer, blogger and speaker in the area of digital marketing, and Associate Professor at IIM Bangalore"--cProvided by publisher.  uhttps://sk.sagepub.com/books/how-people-buy-onlineyRead SAGE E-Book