Navigating Consumer Behavior: The Science Behind Shopping

This chapter explores the journey of an individual who shifted from traditional marketing to consumer psychology, emphasizing the significance of real-world applications in understanding consumer behavior. It highlights the challenges faced in translating academic research into practical retail settings, particularly through examples like aroma strategies in supermarkets. The discussion underscores the need for engaging atmospheres in stores and critiques the trend of cost-cutting that results in sterile shopping experiences.