Why People (Don't) Buy: The Go and Stop Signals - Hardcover

'Chakravarti and Thomas offer a thoroughly modern view of consumer decision-making, grounded in persuasive behavioral research and laden with practical, game-changing insights. Their 'GO-STOP Signal' Framework offers a fresh take on consumers and is a powerful and versatile tool to help marketers make fundamentally better decisions.'

-Kevin Lane Keller, Professor of Marketing at Tuck School of Business at Dartmouth College; Branding Guru; author of the bestselling book Strategic Brand Management

'Chakravarti and Thomas breathe new life into what was once considered the oxymoronic phrase, 'marketing science.' Building on the venerable approach-avoidance tradition in behavioral science, their 'GO-STOP Signal' Framework sheds new light on why certain strategies work while others generally fail. This book will be a big hit with both practicing professionals and students in MBA classrooms.'

-Robert H. Frank, Professor of Management and Economics at Johnson Graduate School of Management, Cornell University; author of the award-winning book The Darwin Economy

'A smart, entertaining, and practical read that opens up big new insights about consumer behavior.'

-Adam Grant, Wharton professor; New York Times bestselling author of Give and Take

'Understanding your customers is vital to any business. But gaining that understanding is often harder than it looks. Why People (Don't) Buy provides a step-by-step guide to consumer insight. Filled with engaging stories and surprising findings, it provides a handy framework for why people do what they do, and how you can use that information to be more effective.'

-Jonah Berger, Wharton Professor; New York Times bestselling author of Contagious: Why Things Catch On

'Why People (Don't) Buy is an engaging compendium of smart, down-to-earth advice for marketers who seek to understand why their customers sometimes do (and sometimes don't) buy. Chakravarti and Thomas take their readers on an entertaining journey through many of the marketing world's most insightful and important studies. This book is a 'must-read'.'

-Adam Alter, Associate Professor of Marketing at NYU Stern School of Business; New York Times bestselling author of Drunk Tank Pink

'Chakravarti and Thomas showcase a wonderful combination of fun, clear and useful research in behavioral marketing. They offer new ways of looking at everyday decisions we all make, and explain why some approaches succeed while others fail. The book is not about how wrong or irrational people are, but rather about how we can all use insights from consumer behavior to reach our goals.'

-Uri Gneezy, Professor of Economics & Strategy at University of California San Diego, and author of the critically acclaimed book The Why Axis: Hidden Motives and the Undiscovered Economics of Everyday Life