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You're reading: The new psychology of marketing

What we buy is a function of how we think and what we think is a product of the way our minds work.

Yet, what doesn’t seem to be clear is that our scientific understanding of how people think and how they make decisions has changed drastically over the last decade or so. Unfortunately, marketing practice has not kept pace.

While it was once believed that people could be expected to behave rationally, the truth has been found to be far different. In both neurological studies and behavior experiments people have been shown to act, to borrow a phrase, in ways that are predictably irrational. It’s time we start applying what science already knows.

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