The Irrational Consumer: Applying Behavioural Economics to Your Business Strategy

Behavioural economics shows organizations how to understand the motivation that drives their customers. It offers perspectives for engaging with customers whose views on what to buy are strongly driven by contextual factors, such as the framework and the dynamics of choices.Enrico Trevisan's The Irrational Consumer is your 'must-have' primer to this world.

About the Author

Enrico Trevisan, a recognised expert in pricing and behavioural economics, is Partner at Simon-Kucher & Partners, the world leader in price consulting. Author of Value Pricing, Selbstbindung: Ein vernachlässigtes Phänomen in der Strategieforschung and a number of articles focused on behavioural economics, strategy and marketing, he is in high demand as a conference speaker around the world. Enrico Trevisan studied Political Science at the University of Turin, he holds a Master Degree in Business Research from the University of Munich and a Ph.D. also from the University of Munich in Strategic Management and Organizational Theory, with a focus on Behavioural Economics.