100 books like Consumer Behavior

By Maria Cronley, Thomas Cline, Frank R. Kardes

Here are 100 books that Consumer Behavior fans have personally recommended if you like Consumer Behavior. Shepherd is a community of 10,000+ authors and super readers sharing their favorite books with the world.

Shepherd is reader supported. When you buy books, we may earn an affiliate commission.

Book cover of Influence: Science and Practice

Keith Ellis Author Of Magic Bullet

From my list on help us know ourselves.

Why am I passionate about this?

We live in the age of selfies, when it’s easy to snap a picture of ourselves in the day-to-day activities of our lives. But a deeper and far more satisfying journey is to take a selfie of our inner selves to better understand who we are, what we want, and how to get it. I’ve spent a lifetime on this journey. Self discovery and self understanding, and through them self-empowerment, these are the essence of my work. As a #1 bestselling author, my purpose is to help others discover their purpose, and live it. The five books I’ve recommended here have helped me greatly along that path.

Keith's book list on help us know ourselves

Keith Ellis Why did Keith love this book?

Entire industries exist to manipulate us based on characteristics of human psychology that nature has programmed into us. An important part of knowing ourselves is to know these characteristics and understand how to use them for our benefit, instead of the benefit of those who would use our human nature against us.

By Robert B. Cialdini,

Why should I read it?

2 authors picked Influence as one of their favorite books, and they share why you should read it.

What is this book about?

Influence: Science and Practice is an examination of the psychology of compliance (i.e. uncovering which factors cause a person to say "yes" to another's request).

Written in a narrative style combined with scholarly research, Cialdini combines evidence from experimental work with the techniques and strategies he gathered while working as a salesperson, fundraiser, advertiser, and in other positions inside organizations that commonly use compliance tactics to get us to say "yes." Widely used in classes, as well as sold to people operating successfully in the business world, the eagerly awaited revision of Influence reminds the reader of the power of…


Book cover of Pre-Suasion: A Revolutionary Way to Influence and Persuade

Brian Ahearn Author Of Influence People: Powerful Everyday Opportunities to Persuade that are Lasting and Ethical

From my list on helping you influence people and hear “yes!”.

Why am I passionate about this?

My career and life were changed by Robert Cialdini’s work on influence. There are only a dozen people in the world who have been personally trained, certified, and endorsed by Cialdini to teach his methodology on influence and persuasion. I’m fortunate to be in that very select group. I’ve authored three books and given a TED Talk on influence. My LinkedIn Learning courses around influence in sales and coaching have been viewed by more than 500,00 across the globe. I take Cialdini’s influence concepts and marry them with my 35+ years of business experience to give organizations practical ways to ethically influence people. 

Brian's book list on helping you influence people and hear “yes!”

Brian Ahearn Why did Brian love this book?

When it comes to your ability to influence people, sometimes what you do beforehand can make all the difference.

If you want someone to marry you, it’s probably best to have them in a romantic state of mind. That same logic applies to all other influence attempts. Cialdini says pre-suasion is, “Arranging for an audience to be receptive to your message before they encounter it.”

In the book he looks as why grabbing people’s limited attention, even if it’s only for a moment, is critical for pre-suasion. Next, he explores how to impact emotions, mindsets using triggers such as sights, sounds, and surroundings. Once you learn to set the stage with pre-suasion, your ability to hear yes will skyrocket!

By Robert B. Cialdini,

Why should I read it?

2 authors picked Pre-Suasion as one of their favorite books, and they share why you should read it.

What is this book about?

When it comes to persuasion, success can begin before you say a word.

'An instant classic.' Forbes
'Utterly fascinating.' Adam Grant, author of Originals and Give and Take
'Shockingly insightful.' Chip Heath, co-author of Switch and Made to Stick

NEW YORK TIMES BESTSELLER

In his global bestseller Influence, Professor Robert Cialdini transformed the way we think about the craft of persuasion. Now he offers revelatory new insights into the art of winning people over: it isn't just what we say or how we say it that counts, but also what goes on in the moments before we speak.

This is…


Book cover of Social Cognition: From Brains to Culture

Frank R. Kardes Author Of Handbook of Research Methods in Consumer Psychology

From my list on consumer psychology.

Why am I passionate about this?

Frank R. Kardes, Ph.D. is the Donald E. Weston Professor of Marketing and Distinguished Research Professor at the Lindner College of Business at the University of Cincinnati. He is a recipient of the Distinguished Scientific Achievement Award of the Society for Consumer Psychology, and a Fellow of five national professional societies. His research focuses on omission neglect, consumer judgment, and inference processes, persuasion and advertising, and consumer and managerial decision making. He was Co-Editor of Advances in Consumer Research, Journal of Consumer Psychology, the Handbook of Consumer Psychology, and Marketing Letters, and serves or has served on seven editorial boards. He has published nine books and over 100 articles and chapters on consumer psychology.

Frank's book list on consumer psychology

Frank R. Kardes Why did Frank love this book?

The new fourth edition of the classic text on cognitive social psychology with many important implications for understanding consumer psychology. The authors are leading researchers and the text is organized using an information processing perspective. The text covers classic social psychological topics, such as person perception, person memory, stereotyping, attitudes and persuasion, causal inference, and decision making. The text is science-based, high level, but also very readable and appropriate for a general audience.

By Susan T. Fiske, Shelley E. Taylor,

Why should I read it?

1 author picked Social Cognition as one of their favorite books, and they share why you should read it.

What is this book about?

The social world is complicated and our minds are limited, so we take shortcuts. You have to make quick decisions - this person is dangerous, this one is not. The shortcuts we take mostly work well enough, because, after all, we survive. But some are deeply unjust, including racial or social class categories or other unfair stereotypes.

This book will help you understand how these shortcuts work, why they exist, and how they are changing.

There are examples in each chapter which
* Show applications in the real world to help with your understanding
* Highlight significant pieces of research…


Book cover of The Knowledge Illusion: Why We Never Think Alone

Frank R. Kardes Author Of Handbook of Research Methods in Consumer Psychology

From my list on consumer psychology.

Why am I passionate about this?

Frank R. Kardes, Ph.D. is the Donald E. Weston Professor of Marketing and Distinguished Research Professor at the Lindner College of Business at the University of Cincinnati. He is a recipient of the Distinguished Scientific Achievement Award of the Society for Consumer Psychology, and a Fellow of five national professional societies. His research focuses on omission neglect, consumer judgment, and inference processes, persuasion and advertising, and consumer and managerial decision making. He was Co-Editor of Advances in Consumer Research, Journal of Consumer Psychology, the Handbook of Consumer Psychology, and Marketing Letters, and serves or has served on seven editorial boards. He has published nine books and over 100 articles and chapters on consumer psychology.

Frank's book list on consumer psychology

Frank R. Kardes Why did Frank love this book?

This book focuses on the psychology of decision making, but is highly relevant to consumer decision making. Humankind’s greatest strength is the ability to share knowledge. However, one side effect of this strength is the inability to distinguish between what one knows and what others know. This can lead to a surprisingly large array of decision-making biases and errors. Most of these errors pertain to the overestimation of how much one knows about a topic and the overconfidence that results.

By Steven Sloman, Philip Fernbach,

Why should I read it?

1 author picked The Knowledge Illusion as one of their favorite books, and they share why you should read it.

What is this book about?

Human reasoning is remarkably shallow - in fact, our thinking and justifications just scratch the surface of the true complexity of the issues we deal with. The ability to think may still be the greatest wonder in the world (and beyond), but the way that individuals think is less than ideal. In The Knowledge Illusion, Sloman and Fernbach show that our intelligence resides not in individual brains but in the collective mind. To function, individuals rely not only on knowledge that is stored within our skulls but also on knowledge stored elsewhere, be it in our bodies, in the environment…


Book cover of Decoding the New Consumer Mind: How and Why We Shop and Buy

Marty Neumeier Author Of The Brand Gap

From my list on brand strategy.

Why am I passionate about this?

In my younger days I was a graphic designer and copywriter, approaching brands largely from a creative viewpoint. Over the years I’ve discovered that creative work is much more powerful when harnessed to business strategy, and business strategy is much more powerful when combined with exceptional creative work. I’ve characterized the gulf between strategy and creativity as the “brand gap,” which has led to eight books on branding and a school for professional mastery called Level C.

Marty's book list on brand strategy

Marty Neumeier Why did Marty love this book?

Marketing psychologist Kit Yarrow explains how technology has rewired our brains, making us more individualistic, isolated, emotional, and distrustful. This is not a pessimistic book—it’s a practical guide to addressing customers’ desires and insecurities in a time of deep cultural shifts. Not only has she done her homework, but she also presents the results with lightness and clarity.

By Kit Yarrow,

Why should I read it?

1 author picked Decoding the New Consumer Mind as one of their favorite books, and they share why you should read it.

What is this book about?

Take a glimpse into the mind of the modern consumer A decade of swift and stunning change has profoundly affected the psychology of how, when, and why we shop and buy. In Decoding the New Consumer Mind, award-winning consumer psychologist Kit Yarrow shares surprising insights about the new motivations and behaviors of shoppers, taking marketers where they need to be today: into the deeply psychological and often unconscious relationships that people have with products, retailers, marketing communications, and brands. Drawing on hundreds of consumer interviews and shop-alongs, Yarrow reveals the trends that define our transformed behavior. For example, when we…


Book cover of Why We Buy: The Science of Shopping

Mindy Weinstein Author Of The Power of Scarcity: Leveraging Urgency and Demand to Influence Customer Decisions

From my list on marketing mastery to better understand customers.

Why am I passionate about this?

Simply put, I am a marketer (for over two decades). Yet, I am fascinated with the human brain. In my opinion, the two go together. To create powerful marketing messages, we must understand the mind of our customers. While working on my doctorate in general psychology, I was able to dive deep into consumer behavior and the psychological factors that drive us. All of my recommended books touch on psychology in some way or another and will teach you how to motivate your customers to take action.

Mindy's book list on marketing mastery to better understand customers

Mindy Weinstein Why did Mindy love this book?

I read this book on an airplane and was asked by the person next to me why I needed to learn about why I buy things. Well, this book is for anyone interested in understanding consumer behavior and the psychology of shopping. It’s an in-depth exploration of how shoppers interact with products and environments and provides valuable insights into how businesses can improve their sales and customer satisfaction. Underhill backs up his observations with a wealth of research and data. 

By Paco Underhill,

Why should I read it?

3 authors picked Why We Buy as one of their favorite books, and they share why you should read it.

What is this book about?

Synopsis coming soon.......


Book cover of Buying Power: A History of Consumer Activism in America

Allyson Brantley Author Of Brewing a Boycott: How a Grassroots Coalition Fought Coors and Remade American Consumer Activism

From my list on boycotts & consumer activism.

Why am I passionate about this?

I’m a Colorado-raised and California-based historian, professor, and writer. I recently published my first book, Brewing a Boycott: How a Grassroots Coalition Fought Coors and Remade American Consumer Activism, which explores the history of one of the longest-running consumer boycotts in American history – the boycott of Coors beer. In telling this particular history, I became fascinated with the boycott as a tool of protest and activism. The boycott is an iconic and regular feature of American politics and history, but it is often dismissed as ineffective or passive. The books on this list (as well as many others) have helped to convince me that the boycott and consumer activism can be powerful forms of solidarity-building and protest.

Allyson's book list on boycotts & consumer activism

Allyson Brantley Why did Allyson love this book?

My copy of Buying Power is extremely dog-eared and worn – this was an essential resource as I wrote Brewing a Boycott. Glickman offers a compelling and wide-ranging account of Americans’ efforts since the 18th century to raise consumer consciousness and boycott offending products. In this book, we see clearly that boycotting is an “American political tradition” that ties together many moments in American history, from colonists engaging in what they called “non-consumption” to abolitionists in the antebellum North and Ralph Nader’s fight for a Consumer Protection Agency in the 1970s. As a bonus, Glickman includes an informative appendix that breaks down consumer movements’ members, tactics, and significance.

By Lawrence B. Glickman,

Why should I read it?

1 author picked Buying Power as one of their favorite books, and they share why you should read it.

What is this book about?

A definitive history of consumer activism, "Buying Power" traces the lineage of this political tradition back to our nation's founding, revealing that Americans used purchasing power to support causes and punish enemies long before the word boycott even entered our lexicon. Taking the Boston Tea Party as his starting point, Lawrence B. Glickman argues that the rejection of British imports by revolutionary patriots inaugurated a continuous series of consumer boycotts, campaigns for safe and ethical consumption, and efforts to make goods more broadly accessible. He explores abolitionist-led efforts to eschew slave-made goods, African American consumer campaigns against Jim Crow, a…


Book cover of The Attention Merchants: The Epic Scramble to Get Inside Our Heads

Keith L. Downing Author Of Gradient Expectations: Structure, Origins, and Synthesis of Predictive Neural Networks

From my list on to keep an AI researcher awake at night.

Why am I passionate about this?

I've been working in the field of AI for 40 years, first in graduate school and then as a professor. For the most part, I have had my head in the sand, focusing on the minutiae that occasionally lead to publications, the coins of the academic realm. When deep learning started exhibiting human-level pattern recognition abilities, the number of AI books for the general public began to swell.  Unfortunately, the science-fiction scenarios were a bit much. Since understanding, recognizing, and admitting problems are vital steps toward a solution, I find these books to be the most important warnings of the impending tech-dominated future.

Keith's book list on to keep an AI researcher awake at night

Keith L. Downing Why did Keith love this book?

Although it is now a well-known fact that many actors are fighting for our online attention, and will do just about anything to get and keep it, Wu puts it all in historical perspective by going back to the 1800’s and the beginning of print advertising. 

He then traces our relationships with ads across a century and four screens: movies, television, home computers, and finally the cell phone. For the same reason that I enjoy reading history books to try to make some sense of the world’s current political chaos, this masterpiece by Wu should ensure you that nothing about human greed has changed in any major way: the tools of exploitation just get more powerful and more addictive.

By Tim Wu,

Why should I read it?

7 authors picked The Attention Merchants as one of their favorite books, and they share why you should read it.

What is this book about?

Attention merchant: an industrial-scale harvester of human attention. A firm whose business model is the mass capture of attention for resale to advertisers.
In nearly every moment of our waking lives, we face a barrage of advertising enticements, branding efforts, sponsored social media, commercials and other efforts to harvest our attention. Over the last century, few times or spaces have remained uncultivated by the 'attention merchants', contributing to the distracted, unfocused tenor of our times. Tim Wu argues that this is not simply the byproduct of recent inventions but the end result of more than a century's growth and expansion…


Book cover of Consumer Tribes

Chris Buckingham Author Of Business Planning for Games

From my list on translating your great ideas into a winning games business.

Why am I passionate about this?

Games and playing have always played a part of my life. I have created games and businesses and been fortunate enough to have worked with both at various levels as a mentor and guide. For me, this is the gift that keeps giving. The tee-shirt wearing creatives and the suit folk with their business acumen we seek to help scale our ideas. I have worked for years at the nexus of these tribes, and still find it a thrill to learn about the visions people have for the wonderful world of games and play and the oblique outcomes we couldn’t have predicted.

Chris' book list on translating your great ideas into a winning games business

Chris Buckingham Why did Chris love this book?

This book covers an often-overlooked aspect of finding a market and customers, users, or players for your game.

Tribes are the drivers of the traction you will need on social media and the impact your vision will have on your community. I love the case studies in this book, covering a global stage of BDSM through to the British Royal Family.

This book taught me the value of nurturing and caring for the diverse communities we serve.

By Bernard Cova, Robert Kozinets, Avi Shankar

Why should I read it?

1 author picked Consumer Tribes as one of their favorite books, and they share why you should read it.

What is this book about?

Marketing and consumer research has traditionally conceptualized consumers as individuals- who exercise choice in the marketplace as individuals not as a class or a group. However an important new perspective is now emerging that rejects the individualistic view and focuses on the reality that human life is essentially social, and that who we are is an inherently social phenomenon. It is the tribus, the many little groups we belong to, that are fundamental to our experience of life. Tribal Marketing shows that it is not individual consumption of products that defines our lives but rather that this activity actually facilitates…


Book cover of Small Data: The Tiny Clues That Uncover Huge Trends

Wayne Moloney Author Of The Wentworth Prospect: A novel guide to success in B2B sales

From my list on B2B salespeople to stay relevant and successful.

Why am I passionate about this?

Everyone survives by selling something whether we wear the title or not. Selling has been my career, even before I was a salesperson. I started my career in engineering but quickly realised my passion was in developing business, not designing industrial ventilation systems. Helped by a boss who also saw I was better suited to roles other than engineering (he wasn’t so polite) I went on to enjoy a successful career spanning 4 decades working in Australian, Asian, and European markets that embraced all facets of sales and business development. Helped by great mentors and learning from the experience of others, I have endeavoured to give back by mentoring business owners, salespeople, and writing.

Wayne's book list on B2B salespeople to stay relevant and successful

Wayne Moloney Why did Wayne love this book?

The business world is obsessed with big data and artificial intelligence. 

Big data is collected for analysis. Analysis through AI. It lacks to ability to capture emotion and to be successful long-term, businesses need to connect with their markets at an emotional level.

Lindstrom uses real-life case studies to show how looking at the little things; how people use items and why, and observing what others don’t see in a home, a workplace, or a community can help better deliver concepts that big data just can’t see.

By Martin Lindstrom,

Why should I read it?

1 author picked Small Data as one of their favorite books, and they share why you should read it.

What is this book about?

The New York Times Bestseller named one of the "Most Important Books of 2016" by Inc, and a Forbes 2016 "Must Read Business Book"

'If you love 'Bones' and 'CSI', this book is your kind of candy' Paco Underhill, author of Why We Buy

'Martin's best book to date. A personal, intuitive, powerful way to look at making an impact with your work' Seth Godin, author of Purple Cow

Martin Lindstrom, one of Time Magazine's 100 Most Influential People in The World and a modern-day Sherlock Holmes, harnesses the power of "small data" in his quest to discover the next…


5 book lists we think you will like!

Interested in consumer behaviour, psychology, and presidential biography?

10,000+ authors have recommended their favorite books and what they love about them. Browse their picks for the best books about consumer behaviour, psychology, and presidential biography.

Consumer Behaviour Explore 28 books about consumer behaviour
Psychology Explore 1,745 books about psychology
Presidential Biography Explore 19 books about presidential biography