... Well worth the read!!
... Many of the books on behavioural science and behavioural economics are slightly stuffy and can often be a difficult read, but this is the exact opposite. It is also the sort of book you can dip in and out of using it as a guide in relation to topics that interest you... I would therefore recommend this book to the whole marketing profession as it will enable us all to stand back and consider how we influence consumers to buy products or participate in market research.