Book review: why people (don’t) buy: the GO and STOP signals by Amitav Chakravarti and Manoj Thomas

Why People (Don’t) Buy: The GO and STOP Signals, authored by Amitav Chakravarti and Manoj Thomas, argues that successful marketing is dependent on understanding the circumstances in which consumers choose to buy and – just as crucially – not buy, with a focus on pricing decisions. Packed with engaging and managerially relevant examples, this book offers a clear set of guidelines through which readers can gain insight into the factors that determine marketing successes and failures, writes Simona Botti.