When we buy something, we usually have reasonable arguments for the purchase. We really believe our own reasoning, and why wouldn’t we. If a marketer wants to learn what is really going on in consumers’ minds when they make purchase decisions, it is a good idea to pick up Erkki Leppänen’s book What Customers Really Want. The book argues that the real reasons for purchase decisions are something else than consumers tell.
What Customers Really Want is available at all major online bookstores.