This book will help you better understand the purchase decisions of your customers How do customers decide Are we confused by too much choice Are we deceived by a decoy on the shelf How well can we compare prices How do hunger and caffeine influence our purchasing behavior As a marketing and sales professional you regularly deal with purchase decisions made by your customers regarding your product offerings. Marketing decisions are sometimes made under great uncertainty and with little reliable knowledge but with a lot of gut feeling. In 33 short chapters Sebastian Oetzel and Andreas Luppold experts in shopper marketing and shopper research present relevant factors and phenomena that influence purchasing decisions.