Make Them Want It

Why do people choose one product over another, pay more when cheaper alternatives exist, and desire things they never knew they needed?

The answers lie far beyond advertising, discounts and clever communication. They lie in the complex, fascinating and often irrational world of human behaviour.

Make Them Want It explores what truly makes consumers notice, desire, trust, choose and buy. Drawing from consumer behaviour research, real-world marketing experience and decades of observing how people make decisions, Dr. Nanda examines the forces that shape buying behaviour in modern India and beyond.

From the colours and shapes that capture attention to the psychology of pricing, the power of social proof, the influence of habits, the friction that kills a purchase and the algorithms that shape what consumers discover, this book connects human psychology with the practical realities of building products, brands and markets.

But this is not a book about persuading people to buy things they do not need, but about understanding what makes something worth wanting in the first place, and how marketers can translate that understanding into better products, stronger brands, more effective go-to-market strategies and lasting customer relationships.

Written for marketers, business leaders, entrepreneurs, product managers and anyone curious about why people buy, Make Them Want It challenges conventional marketing wisdom and offers a more fundamental way to think about demand.

Because the real work of marketing does not begin when you tell people what you sell, but when you understand what makes them want it.