Why People Buy

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Louis Cheskin. Why People Buy

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I dedicate this book to

Charles W. H. Matthaxi

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A number of criticisms came to me on How to Predict What People Will Buy. “You should write a book that goes deeper into motivation research,” one friend said to me. Another thought that I should tell more about testing techniques. A third person expressed the opinion that I should reveal a little of how ads and filmed commercials are tested on an unconscious level. A fourth thought that I should address management and point out to management why it should use marketing research. A fifth suggested that I should tell about my background and how I began testing on an unconscious level.

It became clear that there was need for another book on controlled marketing research. In this book, I cover what was not covered in How to Predict What People Will Buy.

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