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In Between the Numbers: Consumer Decision-Making: A Book Worth Reading (and Thinking Long and Hard About)

October 15, 2011 at 1:04 pm PST

Allow me to suggest a must-read volume for all retail technologists: How We Decide, by Jonah Lehrer.

Good friend and UK colleague Lisa Fretwell tipped me off to this book, which explores – through entertaining narratives and occasional in-the-weeds psychology – the process by which we make decisions, and why certain decisions are made.

Obviously an important topic to those of us seeking to influence consumer behavior.

Two caveats: If you’re looking for a bullet-point guide on how to position your next in-store solution, this isn’t it. It also doesn’t (thankfully) boil down neatly into nifty PowerPoint slides.

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