BMK5103 Consumer Insights: Recommended Course Readings

This is an excellent book authored by three highly regarded consumer behavior researchers that provides an encyclopedic reference to consumer behavior concepts, some of which we will discuss in class.

This is a classic on the science of persuasion and is named by the Journal of Marketing Research to be among the most important books written for marketers.

Kahneman exposes the extraordinary capabilities and also the faults and biases of fast thinking, and the pervasive influence of intuitive impressions on peoples' thoughts and choices.

A recent book by a prominent psychologist which discusses the ins and outs of habits – a key driver of consumer behavior.