Overview

Marketers have long debated on what governs buying decisions of digital consumers. Are these decisions rational or are they driven by whims and fancies?  Human decisions are controlled more by the reptilian brain led by fear and the mammalian brain governed by emotions, rather than the neo cortex that works on rationale. Is it then possible for marketers to decode buying decisions of digital consumers and market their wares strategically in a highly competitive marketplace?  How People Buy Online proves it is possible. Not only does it break the myths about online shopping behaviour, but it also reveals some deep marketing insights for consumer engagement by delving into consumer psychology and behavioural economics. This unique intersection of marketing with psychology makes this book an absorbing read, especially for management professionals. Watch the book discussion here>>

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Reviews

Dr Seema Gupta's book on understanding the mindset of how and why people buy online is unravelling. Dr Gupta deep dives into the behaviour of a digital consumer and dispels the myth underlying the online shopping behaviour. In this interesting read, the power of customer engagement through visual promotions is better revealed. Marketers will find ways to improve their bottom line with the concepts and ideas discussed in this must-read book. -- Dr V. Kumar * Distinguished Term Professor and Senior Fellow, Indian School of Business * Understanding the psychology behind consumer behaviour in the context of digital channels and online shopping is important. This book offers key insights into these issues. The chapters on perception and price are managerially relevant. -- Ramkumar Janakiraman * Professor of Marketing, Business Partnership Foundation Research Fellow, Darla Moore School of Business * Dr Seema Gupta packed 'em in-insights, ideas and inspiration. An enlightening text that brings together in one place exponential changes the online shopping world is driving across marketing and explains today's requisite paradigm for reinventing your brand. It's a compass for marketers in this era. It'll give you a multitude of ideas drawn from cognitive psychology and behavioural economics to engage and succeed in the digital consumer republic. -- S. Subramanyeswar * Group Chief Strategy Officer, India and Head of Regional Strategic Development, APAC, MullenLowe Lintas Group * This is a very important book for marketers. Understanding consumer psychology is key to business. A very informative read on a very pertinent topic. Dr Gupta has effectively decoded why people buy. -- Neeraj K. Kushwaha * Manager, Scaled Growth, Facebook Singapore * This book is a gem when it comes to giving you insights into how people buy online. Even after spending 10+ years in the marketing domain, this book gave me a completely new perspective into the mind of an online consumer, and if you are someone looking to sharpen your online game, there can't be any other book than this. I would highly recommend every budding marketer to go and grab a copy of this book. -- Hitesh Motwani * Digital Marketing Consultant Trainer and Speaker * This book is quite insightful and shines a new light into the minds of the e-commerce consumer. It puts the intent and user behaviour in a new perspective. This is the perfect wisdom to weigh the ethics in any designed experience. -- Shiva Viswanathan * Brand + UX Coach, Ogilvy Pennywise * Retail and e-commerce is an area of immense interest to me. Paco Underhill's treatise on shopping Why We Buy is meeting a match in this book in understanding how consumers or shoppers buy online. Professor Seema starts with how 'online shopping creates an incredible illusion of saving time and exposes the reality' and that got me hooked to the book. She then goes on to talk about the invisibility and anonymity of online behaviour and thinking behind social acceptance in choosing a hotel room or a leisure trip. The reptilian brain function, cognitive egotism and behavioural economics have been woven into an amazing read. The book also covers in interesting detail many principles around reciprocation, social proof or loss aversion, wisdom of the crowds, liking, scarcity and the bandwagon effect. I loved the correlation of Lee Iacocca's 30-day money back in Fiat Chrysler cars to 'zero-risk bias'. For those of us who want to understand 'brand' in relation to practising marketers' need to relate to perception, packaging and pricing-you need to look no further. Professor Seema weaves aspects of offline retail elements to online by bringing in the relevance of content, imagery, visuals and the play of colours through the colour wheel. For a practising retailer and digital marketer, I could not have asked for a better read. -- Sunil Chandran * Visiting Faculty at IIM Shillong, Vishakhapatnam and Nagpur, and Director at Trilliant Consultancy and Trilliant Digital * Developing winning value propositions is challenging. Dr Gupta's book, with its many examples, will prove to be a powerful aid to strategists seeking to anchor their value propositions in consumer psychology. -- J. Ramachandran * Professor of Strategy, IIM Bangalore * A rare collection of actionable insights derived from the minds of decision-makers willing to commit, Professor Seema's take on digital purchase behaviour is illuminating for marketers and reassuring for buyers. -- Alap Ghosh * Managing Director, India, Jellyfish *

A rare collection of actionable insights derived from the minds of decision-makers willing to commit, Professor Seema's take on digital purchase behaviour is illuminating for marketers and reassuring for buyers. -- Alap Ghosh * Managing Director, India, Jellyfish * Developing winning value propositions is challenging. Dr Gupta's book, with its many examples, will prove to be a powerful aid to strategists seeking to anchor their value propositions in consumer psychology. -- J. Ramachandran * Professor of Strategy, IIM Bangalore * Retail and e-commerce is an area of immense interest to me. Paco Underhill's treatise on shopping Why We Buy is meeting a match in this book in understanding how consumers or shoppers buy online. Professor Seema starts with how 'online shopping creates an incredible illusion of saving time and exposes the reality' and that got me hooked to the book. She then goes on to talk about the invisibility and anonymity of online behaviour and thinking behind social acceptance in choosing a hotel room or a leisure trip. The reptilian brain function, cognitive egotism and behavioural economics have been woven into an amazing read. The book also covers in interesting detail many principles around reciprocation, social proof or loss aversion, wisdom of the crowds, liking, scarcity and the bandwagon effect. I loved the correlation of Lee Iacocca's 30-day money back in Fiat Chrysler cars to 'zero-risk bias'. For those of us who want to understand 'brand' in relation to practising marketers' need to relate to perception, packaging and pricing-you need to look no further. Professor Seema weaves aspects of offline retail elements to online by bringing in the relevance of content, imagery, visuals and the play of colours through the colour wheel. For a practising retailer and digital marketer, I could not have asked for a better read. -- Sunil Chandran * Visiting Faculty at IIM Shillong, Vishakhapatnam and Nagpur, and Director at Trilliant Consultancy and Trilliant Digital * This book is quite insightful and shines a new light into the minds of the e-commerce consumer. It puts the intent and user behaviour in a new perspective. This is the perfect wisdom to weigh the ethics in any designed experience. -- Shiva Viswanathan * Brand + UX Coach, Ogilvy Pennywise * This book is a gem when it comes to giving you insights into how people buy online. Even after spending 10+ years in the marketing domain, this book gave me a completely new perspective into the mind of an online consumer, and if you are someone looking to sharpen your online game, there can't be any other book than this. I would highly recommend every budding marketer to go and grab a copy of this book. -- Hitesh Motwani * Digital Marketing Consultant Trainer and Speaker * This is a very important book for marketers. Understanding consumer psychology is key to business. A very informative read on a very pertinent topic. Dr Gupta has effectively decoded why people buy. -- Neeraj K. Kushwaha * Manager, Scaled Growth, Facebook Singapore * Dr Seema Gupta packed 'em in-insights, ideas and inspiration. An enlightening text that brings together in one place exponential changes the online shopping world is driving across marketing and explains today's requisite paradigm for reinventing your brand. It's a compass for marketers in this era. It'll give you a multitude of ideas drawn from cognitive psychology and behavioural economics to engage and succeed in the digital consumer republic. -- S. Subramanyeswar * Group Chief Strategy Officer, India and Head of Regional Strategic Development, APAC, MullenLowe Lintas Group * Understanding the psychology behind consumer behaviour in the context of digital channels and online shopping is important. This book offers key insights into these issues. The chapters on perception and price are managerially relevant. -- Ramkumar Janakiraman * Professor of Marketing, Business Partnership Foundation Research Fellow, Darla Moore School of Business * Dr Seema Gupta's book on understanding the mindset of how and why people buy online is unravelling. Dr Gupta deep dives into the behaviour of a digital consumer and dispels the myth underlying the online shopping behaviour. In this interesting read, the power of customer engagement through visual promotions is better revealed. Marketers will find ways to improve their bottom line with the concepts and ideas discussed in this must-read book. -- Dr V. Kumar * Distinguished Term Professor and Senior Fellow, Indian School of Business *

Author Information

Seema Gupta is an Associate Professor of Marketing at the Indian Institute of Management Bangalore (IIMB). She specializes in digital marketing. She is an author, speaker, blogger, consultant and trainer in the field. She helps businesses drive more traffic and increase return on investment. She uploads videos on her YouTube channel @ProfSeemaGupta and writes about latest trends in digital marketing on her blog www.profseema.com. She provides corporate training and consultation in the same field. She is also a visiting faculty at Esan University, Peru, and Egade University, Mexico. She has published papers in reputed journals such as Journal of Marketing Theory and Practice, Public Relations Review, Corporate Reputation Review, IIMB Management Review and Vikalpa. Winner of EFMD Best Case Award (2011) and ISB-IVEY Best Case Award (2011), Professor Gupta has written cases on marketing challenges faced by companies such as Volkswagen, Bosch, Nielsen, DDB Mudra, Dainik Bhaskar and so on. Her cases have been registered with Harvard Business School Publishing. She has presented papers at several international conferences. She is often quoted in national media such as Economic Times, Brand Equity, Financial Express and Rajasthan Patrika. Prior to IIMB, she worked with RPG Group in sales and marketing function and Mudra Institute of Communications (MICA). She is a badminton player and loves travelling to different parts of the world. She is a mother of two kids.

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