Influenced : The Science of Why We Buy

A revelation of the invisible forces shaping your spending habits, from impulse buys to brand loyalty.

Have you ever questioned your sanity after looking at all those unnecessary things you bought after a late night online shopping spree? Or worse still, have no recollection of buying them at all?

From the supermarket shelf to online checkout, every purchase we make is influenced by hidden forces. From what you’re wearing right now to what you’ll eat for lunch, or what you’re going to watch on television tonight, the choices you make are designed by marketers who know which parts of the psyche to prod, poke and influence to get the customer to feel, think, believe and behave exactly the way they want them to.

Influenced uncovers the science behind our buying decisions, revealing the psychology of decision-making, the emotional triggers you don’t notice, the quirks of personality that shape your spending and the surprising influence of other people, from friends and family to social media personalities. Drawing on cutting-edge research and real-world examples, Aarron Atkinson-Toal offers a fascinating look at the inner workings of the consumer mind – and how understanding it can change the way you shop.