Master the science of influence and decision-making with Marketing Psychology Decoded.

Understand The "Why" Behind Every Consumer Decision

Master the science of influence and decision-making with Marketing Psychology Decoded.

Authored by Prof. Suvodip Sen—corporate leader, business coach, and marketing academician with 17+ years of experience.

How Brands Influence You (Without Saying a Word)

Ever wondered why people choose one product over another, without even realizing why?

It’s not luck. It’s psychology in action.

Smart brands use subtle cues—music, timing, peer opinions—to guide decisions. Most consumers never notice it. But marketers should.

This book shows you:

The hidden forces behind everyday buying decisions
How to apply those insights in campaigns, product design, and CX
Real-life examples decoded into practical strategies

Learn the Psychology Behind Every Purchase

This book doesn’t throw academic jargon at you. It translates the science of consumer behavior into real-world strategies. Whether you’re a student, marketer, entrepreneur, or product designer, you’ll learn:

What triggers a buying decision (and how to plant that trigger)

Why some brands stick while others flop

How memory, emotion,
and perception shape brand recall

The secret psychology behind “default settings,” “urgency,” and “loss aversion”

How Brands Influence You (Without Saying a Word)

What do a delayed car upgrade, a smartwatch decision, and gym anxiety have in common?

Each is a window into how real people make decisions—driven by emotions, bias, perception, and social influence.

Delayed her phone upgrade until the moment felt right.

Bought a gym plan not because of features, but because of peer validation.

Weighed emotional aspirations against logic for a family car upgrade.

You’ll recognize your customers—and even yourself—in these stories. And you’ll start marketing with clarity and empathy.

Who Should Read This Book?

A marketer struggling to convert attention into action

A student trying to grasp real-world consumer behavior

A brand strategist wanting a deeper audience connection

A business owner trying to nudge purchases subtly and ethically

The Mao Framework:

The Psychology Behind Why Consumers Take Action

FROM THE BOOK:

"The outcome of a consumer's motivation, ability, and opportunity is expected to be the purchase, broadly categorized as either Cognitive or Emotional.

"Most marketing campaigns fail by focusing solely on motivation while neglecting ability and opportunity—the three critical components that determine consumer action.

CASE STUDY: TESLA'S MASTERY OF THE MAO FRAMEWORK

Motivation

Environmental benefits, cutting-edge technology, status

Ability

Supercharger networks, home charging solutions

Opportunity

Seamless direct-to-consumer sales, digital buying experience

Result:

Exceptional conversion rates compared to competitors who focus only on motivation.

WHAT YOU'LL LEARN:

Diagnose exactly why your campaigns underperform

Create balanced strategies addressing all three components

Develop effective contingency plans for weak elements

Optimizing Vs. Satisficing: The Decision Type That Changes Everything

FROM THE BOOK:

"The incremental benefit of finding the optimal choice often doesn't justify the additional effort involved—a principle frequently observed in consumer behavior.

"Does your customer exhaustively research every option (optimizing) or choose the first acceptable option (satisficing)? The answer transforms your entire marketing approach.

THE DECISION TYPE MATRIX:

WHAT YOU'LL LEARN:

Identify your category's dominant decision type

Recognize when consumers switch between types

Create tailored marketing strategies for each

Design experiences that match decision preferences

The Most Ignored Stage in Marketing: Post-Purchase Psychology

What happens after the sale is just as important as what happens before it.

Most marketers stop at the transaction.

FROM THE BOOK:

Consumer memory stores past experiences that influence future purchases and brand loyalty. This stage can cement trust—or destroy it.

Case Study: Apple’s Post-Purchase Mastery

Apple doesn’t just sell premium products.It reinforces satisfaction after the purchase through:

AppleCare warranties

Fast global service

Hassle-free replacements

Seamless support experiences

Prof. Suvodip Sen

Marketing Educator

Business Coach

Author.

With 17+ years of experience across Tata Steel, NBFCs, FMCGs, and top business schools like IIM Indore, Prof. Suvodip blends real-world marketing with academic depth.

A certified business coach & doctoral scholar at IIM Indore

Founder of a leadership training firm that’s worked with brands like TATA Motors & TVS

Author of two bestselling business books

Trained 2000+ students & professionals in strategic marketing, consumer behavior, and branding

To help marketers move beyond tactics and understand the psychology that drives buying decisions.

Author’s Glimps

Success Stories From Readers Like You

"TRANSFORMED OUR ENTIRE MARKETING APPROACH"

"The incremental benefit of finding the optimal choice often doesn't justify the additional effort involved—a principle frequently observed in consumer behavior."Does your customer exhaustively research every option (optimizing) or choose the first acceptable option (satisficing)? The answer transforms your entire marketing approach.

Priya Sharma

Brand Manager, Consumer Goods Company

"TRANSFORMED OUR ENTIRE MARKETING APPROACH"

"The incremental benefit of finding the optimal choice often doesn't justify the additional effort involved—a principle frequently observed in consumer behavior."Does your customer exhaustively research every option (optimizing) or choose the first acceptable option (satisficing)? The answer transforms your entire marketing approach.

Priya Sharma

Brand Manager, Consumer Goods Company

"TRANSFORMED OUR ENTIRE MARKETING APPROACH"

"The incremental benefit of finding the optimal choice often doesn't justify the additional effort involved—a principle frequently observed in consumer behavior."Does your customer exhaustively research every option (optimizing) or choose the first acceptable option (satisficing)? The answer transforms your entire marketing approach.

Priya Sharma

Brand Manager, Consumer Goods Company

If You Don’t Understand the ‘Why’ Behind Consumer Decisions—You’re Already Behind.

This book shows you how to decode real behavior—and build strategies that actually work.

Inside, you'll get:

Frameworks like the MAO Model, Decision Type Matrix, and Post-Purchase Psychology

Case studies from Apple, Tesla, and everyday buyers like Emily and John

Clear answers to why campaigns convert—or don’t

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Frequently Asked Questions

Is this book too theoretical for practical marketing applications?

Not at all. While the book is grounded in solid psychological research, every concept is paired with real-world examples and end-of-chapter exercises designed specifically for marketing professionals to apply immediately. As one reader noted, "I was able to implement the MAO framework from Chapter 2 in our campaign planning the very next day after reading it.

How is this different from other marketing psychology books?

Most books focus either on tactical marketing tips OR abstract psychological theories. "Marketing Psychology Decoded" bridges that gap with a comprehensive framework that follows the entire consumer journey. It uniquely balances cognitive and emotional aspects of decision-making while providing practical application tools for each concept.

Will this help if I work in B2B marketing?

Absolutely. While examples include both B2C and B2B scenarios, the psychological principles apply universally to all human decision-making. The book specifically addresses organizational buying psychology in Chapter 1, examining how Decision-Making Units (DMUs) operate in business purchasing contexts.

Is this suitable for someone new to marketing?

Yes. The book is structured to benefit both experienced marketers and those new to the field. Concepts build progressively, with clear explanations of fundamentals before advancing to more complex applications. New marketers will gain a solid psychological foundation, while experienced professionals will discover new frameworks to enhance their existing knowledge.

How quickly can I implement these concepts?

Many readers report implementing specific frameworks the same day they read about them. Each chapter includes "Quick Implementation" sections designed for immediate application, along with more comprehensive strategies that may take longer to fully integrate into your marketing approach.

Does the book cover digital marketing specifically?

While not exclusively focused on digital marketing, the psychological principles apply directly to digital contexts. The book includes specific examples of applying consumer psychology to website design, social media content, email marketing, and digital advertising throughout relevant chapters.

Can I get a preview before purchasing?

Yes, you can download the first chapter for free to experience the practical approach and writing style. This sample includes the introduction to consumer psychology fundamentals and one complete framework with implementation examples.

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