Find out how everything we believe about why we buy is wrong. A must-read for anyone who buys or sells anything – that’s all of us.

Find out why majority of the anti-smoking campaigns inadvertently encourage people to smoke. Why does the scent of melons help sell electronic products? Why did so many people who took the ‘Pepsi challenge’ say they preferred Pepsi, only to carry on buying Coca-Cola? This books is a fascinating look at how people perceive logos, ads, commercials, brands and products.

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