100 books like Decoding the New Consumer Mind

By Kit Yarrow,

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

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Book cover of Positioning: The Battle for Your Mind

J.W. Huebner Author Of The Irrelevant Old Brand: A Business Fable about Taking Your Brand from Mediocre to Must-Have

From my list on improving your relevancy in business and in life.

Why am I passionate about this?

I’ve spent most of my career helping companies figure out how to become more relevant to their customers. And the more time I spent understanding what makes a brand relevant, the more I realized it was the same thing that makes a life relevant. Just as a brand needs to uniquely give something to its customers, human beings also need to give in some way to be relevant in this world. So if what I write—and the books I recommend—can even in the smallest way guide some company or individual toward a more important, more meaningful, more relevant life…well then, I guess my job here will be done.

J.W.'s book list on improving your relevancy in business and in life

J.W. Huebner Why did J.W. love this book?

The message is simple: Offer something meaningfully different than anyone else to your prospective customers...clearly communicate that difference...and you’ll be on the path to greater relevance.

I can’t tell you how many times I’ve referred back to this book for guidance on category creation, naming, brand leadership, and more.

Positioning teaches you how to create a unique position for your brand in the minds of your target audience, and how to communicate that position effectively. It's all about standing out, being different, and showing your customers why they should choose you over your competitors.

Published more than 40 years ago, I find Positioning to be incredibly relevant and insightful even today. It continues to be a must-read for anyone looking to take their brand to the next level!

By Al Ries, Jack Trout,

Why should I read it?

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

What is this book about?

The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to:

Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays there Position a follower so that it can occupy a niche not claimed by the leader Avoid letting…


Book cover of The Innovator's Solution: Creating and Sustaining Successful Growth

Stephen Wunker Author Of The Innovative Leader: Step-By-Step Lessons from Top Innovators For You and Your Organization

From my list on passionate innovators.

Why am I passionate about this?

I’m an innovator. I’ve been one since I was a kid. Since then, I’ve started a couple of non-profits and four companies, and I’ve advised hundreds of clients on innovation opportunities. I’ve also led the team that created one of the world’s first smartphones. Over the past dozen years, I’ve written four books on the strategy and capabilities of innovation. Innovation is one of the essential characteristics that make us human. It can get the world into trouble, but it does more good than harm on balance. My mission is to make us better at innovation and make the world a better place.

Stephen's book list on passionate innovators

Stephen Wunker Why did Stephen love this book?

I read this book before a job interview with the author, and I kicked myself for not reading his works years earlier. Clay Christensen was a master of making the counter-intuitive simple and compelling and of showing why his theses really matter.

In this book, Clay laid out several of his most important theories—going well beyond the concept of Disruptive Innovation he’s most famous for. He illustrates the concepts with research and anecdotes, and his prose is always a joy to read. For anyone passionate about innovation, this book is simply a must. It’s a guidebook to success.

By Clayton M. Christensen, Michael E. Raynor,

Why should I read it?

2 authors picked The Innovator's Solution as one of their favorite books, and they share why you should read it.

What is this book about?

An innovation classic. From Steve Jobs to Jeff Bezos, Clay Christensen's work continues to underpin today's most innovative leaders and organizations. A seminal work on disruption--for everyone confronting the growth paradox. For readers of the bestselling The Innovator's Dilemma--and beyond--this definitive work will help anyone trying to transform their business right now. In The Innovator's Solution, Clayton Christensen and Michael Raynor expand on the idea of disruption, explaining how companies can and should become disruptors themselves. This classic work shows just how timely and relevant these ideas continue to be in today's hyper-accelerated business environment. Christensen and Raynor give advice…


Book cover of The Fifth Discipline: The Art & Practice of the Learning Organization

Marc Lesser Author Of Finding Clarity: How Compassionate Accountability Builds Vibrant Relationships, Thriving Workplaces and Meaningful Lives

From my list on helping you live a meaningful and successful life.

Why am I passionate about this?

I sometimes describe myself as a stealth Zen teacher working in the business world. I've founded and been CEO of three companies, including the Search Inside Yourself Leadership Institute, a company I helped create and launch inside of Google's headquarters. I'm an executive coach and consultant to CEOs and leaders in the corporate and non-profit worlds. Prior to my business career I was a resident of the San Francisco Zen Center for 10 years. I'm the author of 5 books.

Marc's book list on helping you live a meaningful and successful life

Marc Lesser Why did Marc love this book?

Though written more than 30 years ago, I continue to return to it for solid business, entrepreneurial, and life advice.

Peter Senge's theories can help businesses to clarify their goals, to better understand threats, and to recognize new opportunities. He introduces leaders and managers to a new source of competitive advantage, and offers an empowering approach to work.

Mastery of Senge's five disciplines enables managers to overcome their obstacles to growth and creates new futures for them and their companies. The five disciplines are drawn from science, spiritual wisdom, psychology, cutting-edge management thought, and Senge's own work with top corporations that employ his methods.

By Peter M. Senge,

Why should I read it?

4 authors picked The Fifth Discipline as one of their favorite books, and they share why you should read it.

What is this book about?

One of the seminal management books of the past 75 years, The Fifth Discipline is an international multi-million-copy bestseller. Written in an engaging and accessible way, with diagrams and illustrations, it will change the way you think and therefore way you and your team grows and develop. In the long run, the only sustainable source of competitive advantage is your organisation's ability to learn faster than its competitors....

'Senge explains why the learning organization matters, provides an unvarnished summary of his management principals, offers some basic tools for practicing it, and shows what it's like to operate under this system.…


Book cover of Who Do You Want Your Customers to Become?

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?

It’s a startling question, especially for companies that focus on their own success instead of the success of their customers. But if you’re out to build a lasting brand, it’s the right question to ask. Schrage shows why the goal of innovation should not be to invent a great product but to create a great customer.

By Michael Schrage,

Why should I read it?

1 author picked Who Do You Want Your Customers to Become? as one of their favorite books, and they share why you should read it.

What is this book about?

Who do you want your customers to become?

According to MIT innovation expert and thought leader Michael Schrage, if you aren’t asking this question, your strategic marketing and innovation efforts will fail.

In this latest HBR Single, Schrage provides a powerful new lens for getting more value out of innovation investment. He argues that asking customers to do something different doesn’t go far enough—serious marketers and innovators must ask them to become something different instead. Even more, you must invest in their capabilities and competencies to help them become better customers.

Schrage’s primary insight is that innovation is an investment…


Book cover of Consumer Behavior

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 textbook is scientifically grounded but highly readable. This book offers an information-processing perspective to help us get inside the head of the consumer and to understand how attention, memory, judgment, and inference processes operate in concert to influence consumer decision making. Consumers are frequently unaware of these influences on their thinking and reasoning.

By Maria Cronley, Thomas Cline, Frank R. Kardes

Why should I read it?

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

What is this book about?

This wide-ranging yet focused text provides an informative introduction to consumer behavior supported by in-depth, scientifically grounded coverage of key principles and applications.

CONSUMER BEHAVIOR, Second Edition, devotes ample attention to "classic" consumer behavior topics, including consumer information processing, consumer decision making, persuasion, social media and the role of culture and society on consumer behavior. In addition, this innovative text explores important current topics and trends relevant to modern consumer behavior, such as international and ethical perspectives, an examination of contemporary media, and a discussion of online tactics and branding strategies. This versatile text strikes an ideal balance among theoretical…


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 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 Philip Fernbach, Steven Sloman,

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 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 Shelley E. Taylor, Susan T. Fiske,

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 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 Deep Survival: Who Lives, Who Dies, and Why

Greg Everett Author Of Tough: Building True Mental, Physical & Emotional Toughness for Success & Fulfillment

From my list on self-reliance to achieve success and fulfillment.

Why am I passionate about this?

As a coach of elite weightlifters, a lifetime athlete, an outdoorsman, and a passionate advocate for self-reliance, I’m continually searching for quality sources of information that teach, inspire, and drive us to improve our abilities—physical, mental, and emotional—to not just enrich our own lives and bolster our capacity to achieve what’s meaningful to us, but to become better contributors to the world at large and help and inspire others in turn.

Greg's book list on self-reliance to achieve success and fulfillment

Greg Everett Why did Greg love this book?

Gonzales has a way of providing information in a compelling manner, managing to use stories to present ideas rather than approaching them clinically. Deep Survival is a fascinating look at how people interact with the world as influenced by their unique and our shared human psychology and experiences. This book provides insight, but also inspiration to pay more attention and learn from our own experiences, creating a mental foundation for further exploration and growth. 

By Laurence Gonzales,

Why should I read it?

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

What is this book about?

With its mix of adventure narrative, survival science and practical advice, Deep Survival inspires readers on how to take control of stress, learn to assess risk and make better decisions under pressure.


5 book lists we think you will like!

Interested in psychology, consumer behaviour, and individualism?

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