What are some of your favorite marketing books on how people make decisions?

Question

I am looking for new books to read and would like to read more on how people make decisions and how it affects what they buy.

Answer 1

One of my favorite authors is Dan Ariely.  He is a behavioral economist.  He's written a couple great books but my favorite is Predictably Irrational.  It talks about how some people's decisions seem irrational until you get to the root of what causes and influences their decisions.

Answer 2

Another good book is Why We Buy - The Science of Shopping by Paco Underhill.  Its a little older and focuses mostly on brick and mortar retail shopping, but the principles still apply in the digital age.  Paco takes a scientific approach and tests many of his theories on why people buy something.  Great read.