The book was written during economic down times in 2008-2009. Therefore, the first four chapters starts appropriately with; The age of Thrift, Economic Distractions, Change in Consumptions, and the New Retail Rules. From there on the author builds on the fundamentals of consumer behavior. The books shed light on what persuades, influences, and motivates the shopper in to making a purchase. He doesn’t exactly tell you what to do, but through other examples he shows the way! It is by no means a scientific book, yet easily address the buyer’s psychological interests. The content is well organized in to 18 chapters and easy to read book. I borrowed the book from the library. My biggest surprise – only two reviews on Amazon. This I can’t explain.