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The Science of Why

Decoding Human Motivation and Transforming Marketing Strategy

By David Forbes
12-minute read
Audio available
The Science of Why: Decoding Human Motivation and Transforming Marketing Strategy by David Forbes

The Science of Why (2015) is an insightful and sometimes surprising guide to a question that only the best marketers can answer: why does a customer buy? Read through these blinks to explore the various types of consumers in the marketplace, and give your own marketing greater depth and perspective.

  • Businesses struggling to gain a strong customer base
  • Marketers who want to approach their target market in a more nuanced manner
  • Shoppers interested in how brands entice them to buy

David Forbes is the founder of Forbes Consulting, an insight-based marketing consultancy. Through psychological consumer insights, the company has increased the effectiveness of several major brands. Forbes also holds a PhD in clinical and cognitive psychology from Clark University.


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