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Philip Graves believes the most important factor that affects consumers' perception of products is subconsciousness. The key to our understanding of consumers' true thoughts lies in the exploration of consumers' true behaviors, rather than the answers given by them after careful consideration. Starting with the perspective of psychology, Consumer.ology analyzes the characteristics of consumers' unconscious purchasing psychology, unconscious influence of shopping environment on consumers, consumers' inherent habit of inertia thinking, and the influence of group thinking on customers step by step with nine chapters, to help marketers understand consumers' psychology and provide consumers with intimate products or services. Moreover, it also provides a brand-new perspective to analyze the innovation and future development of the consumer market.
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