"The Consumer Behaviour Book" by Anthony Tasgal

The Consumer Behaviour Book: Exploring The Reasons Why Emotions Are So Important In Decision Making by Anthony “Tas” Tasgal

About the Book

Neoclassical economics assumes that most people have well-defined preferences and make well-informed, self-interested decisions based on those preferences.

But in the real world, this is often not the case.

The Consumer Behaviour Book combines elements of economics and psychology to help you understand how and why consumers behave the way they do.

Using behavioral economics as the foundation, the author explains the anomalies in consumer choices and what influences human behavior, preferences, and decision-making.

Often the case, emotional as well as economic factors play a vital role in consumer behavior.

Therefore, behavioral economics can be an important aid to business and marketing strategies by understanding how consumer decisions can be influenced.

About the Author

Anthony “Tas” Tasgal is a man of many lanyards: trainer, author, TEDx speaker, brand and communications strategist, and lecturer.

His area of expertise includes storytelling, insights, and behavioral economics.

He is a Course Director for several organizations including the Chartered Institute of Marketing, the Market Research Society, and the Institute of Internal Communication, and he runs The Guardian masterclass on “Harnessing The Power Of Storytelling.”

He is the author of several books including the award-winning The Storytelling Book: Finding the Golden Thread in Your Communications, and The Insight Book: Enhancing Your Creativity By Learning To See Things Differently which was featured on episode 448 of The Marketing Book Podcast in 2023.

And, interesting fact – he is the last British author who will be interviewed on The Marketing Book Podcast.

Listen to the Interview…

Links…

The Consumer Behaviour Book: Exploring The Reasons Why Emotions Are So Important In Decision Making by Anthony “Tas” Tasgal (Amazon)
The Insight Book: Enhancing Your Creativity By Learning To See Things Differently by Anthony Tasgal (Marketing Book Podcast interview)
The Smart Advertising Book: How To Deliver Advertising That Grows Your Brand by Dan White (Marketing Book Podcast interview)
The Smart Branding Book: How To Build A Profitable And Resilient Brand by Dan White (Marketing Book Podcast interview)
The Customer Copernicus: How to be Customer-Led by Charlie Dawson and Seán Meehan (Marketing Book Podcast interview)
Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life by Rory Sutherland (Marketing Book Podcast interview)
Descartes’ Error: Emotion, Reason, and the Human Brain by Antonio Damasio
Jonathan Swift (Wikipedia)
Don’t Make Me Think, Revisited: A Common Sense Approach to Web Usability by Steve Krug
Thinking, Fast and Slow by Daniel Kahneman
You Are Here: A Novel by David Nicholls

P.S. – If you have rated and reviewed the podcast on Apple Podcasts, please let me return the favor and mail you some Marketing Book Podcast bookmarks and laptop stickers. Just click here to provide your postal address (I’ll send it anywhere in the world)! ~Douglas Burdett, host of The Marketing Book Podcast.