A revelation of the invisible forces shaping your spending habits, from impulse buys to brand loyalty.

A revelation of the invisible forces shaping your spending habits, from impulse buys to brand loyalty.

Have you ever questioned your sanity after looking at all those unnecessary things you bought after a late night online shopping spree? Or worse still, have no recollection of buying them at all?

From the supermarket shelf to online checkout, every purchase we make is influenced by hidden forces. From what you’re wearing right now to what you’ll eat for lunch, or what you’re going to watch on television tonight, the choices you make are designed by marketers who know which parts of the psyche to prod, poke and influence to get the customer to feel, think, believe and behave exactly the way they want them to.

Influenced uncovers the science behind our buying decisions, revealing the psychology of decision-making, the emotional triggers you don’t notice, the quirks of personality that shape your spending and the surprising influence of other people, from friends and family to social media personalities. Drawing on cutting-edge research and real-world examples, Aarron Atkinson-Toal offers a fascinating look at the inner workings of the consumer mind – and how understanding it can change the way you shop.

"The title of this book is not an exaggeration. We are influenced — constantly, systematically, and mostly without awareness. This is essential reading." - Phil Barden – author of ‘Decoded. The Science Behind Why We Buy’

"Influenced is an engaging and highly accessible exploration of the hidden forces that shape what we buy. Aarron Atkinson-Toal takes familiar shopping moments and reveals the psychology sitting underneath them, making behavioural science feel useful, human and uncomfortably close to home. Packed with stories that bring the science to life, it reveals the influence hiding in plain sight and why our choices are rarely as independent as we like to believe." - Duncan Smith, Managing Director, Mindlab

"This book is an easy read that provides you with an overview of why consumers are not always rational in their decision making. If you are a curious consumer, this book will give you accessible insight into how marketing can influence behaviour. It includes aspects of behavioural economics and classic psychological theories to explain different decision-making concepts through real-world examples. An enjoyable read!" - Cathrine Jansson-Boyd, Professor of Consumer Psychology at Anglia Ruskin University