by Nicolas Guéguen · Dunod · tapa blanda · ISBN 9782100489633
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«100 petites expériences en psychologie du consommateur» is the consumer psychology essay by Nicolas Guéguen, published by Dunod in paperback.
The book explains how music, colours, physical contact from the seller or promotions condition purchasing decisions. Based on studies carried out in laboratories and in shops, it shows the cognitive and affective mechanisms that influence the consumer, in an accessible, clear and humorous tone.
The original edition dates from 2005 and consists of 268 pages in French; it brings together 100 experiments and is organised into three thematic blocks.
It may be of interest to marketing, advertising and sales professionals, as well as to readers curious about the mechanisms that drive the consumer.
