Decision-making interface: what determines buyer's choice

The goal of marketing is to influence purchasing decisions. To do this, the marketer needs to know the answer to the question that defines them. The psychology of choice helps to answer it, revealing the mechanisms, principles and rules of the decision-making process. In the past few years, these interesting discoveries have spread rapidly. In the first chapter, I would like to delve into science, but do not worry: it is not necessary to be a scientist in order to understand everything. We will see what drives people and how to use these forces to maximize marketing returns. We will also get acquainted with the practical principles of applying this knowledge in daily marketing work.