Why Did You Buy That Drink?
The Surprising Science Behind Everyday Purchases
The thought-provoking consumer science book endorsed by leading academics from NYU, INSEAD, and Wharton, as well as industry experts from Coca-Cola to Ogilvy.
Early Praises
This is a wonderful book, which explores the never-ending dance between marketers, who are understandably eager to create a simple classification of human motivation, and consumers themselves - who seem every bit as determined to defy such easy categorisation.
Rory Sutherland
Vice Chairman Ogilvy & author of Alchemy
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Rarely can a book about consumer behavior read like a best-selling historical novel with gripping stories about people and ideas. This is such a book. It is both well-written with a compelling storyline and well-researched with the human details behind the ideas and people that gave birth to a discipline dedicated to studying consumers and the consumption choices we all make daily.
Russell W. Belk
Distinguished Research Professor and the Kraft Foods Canada Chair in Marketing at York University
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Mehdi Bouhassoune’s “Why Did You Buy That Drink?” masterfully retraces the development of marketing, linking foundational theories to current consumer behavior. Through clear examples, it examines how complex influences impact everyday purchases, providing an intriguing look at the science behind every sip, splurge, and purchase.
Pierre Chandon
L’Oréal Chaired Professor of Marketing, Innovation, and Creativity at INSEAD, Director of the University Behavioral Lab
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More Early Praises
Mehdi Bouhassoune’s WHY DID YOU BUY THAT DRINK? is an engaging exploration of the forces and factors that drive everyday people to buy certain things over others. Bouhassoune—an expert guide—weaves together the disciplines of marketing, psychology, and economics to paint a picture that captures how academics and practitioners understand consumers and their preferences.
Adam Alter
Professor of Marketing and Psychology, NYU
Author of IRRESISTIBLE and ANATOMY OF A BREAKTHROUGH
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This book peels back the layers of everyday decision-making to reveal the hidden forces that drive decision making. With sharp insights and real-world examples, it showcases how emotions, habits, and social influences guide our purchases. A insightful guide for anyone looking to understand what truly shapes consumer behavior—or influence it.
Jonah Berger
Bestselling author of “Contagious and The Catalyst” & Marketing Professor at the Wharton School
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Engaging and insightful, this book explains the WHY behind our brand choices and unravels the complex and sometimes contradictory nature of consumer behavior in a way that’s both relatable and refreshingly humorous. A must-read foundational book for any marketer seeking to connect with audiences.
Rara Naval
Human Insights Director, The Coca-Cola Company ASEAN and South Pacific
Synopsis
Why Did You Buy That Drink? unravels the fascinating science behind our everyday purchases. We all make decisions, knowingly or unknowingly, about what to buy on a daily basis. These decisions seem insignificant–they're about sodas and paper towels–but they do hide more science than is originally apparent. This book sheds light on these hidden forces at play―from the meanings we attach to brands, the impact of timing, and how our brains filter information, to the roles our beliefs and social circles play. By diving deep into consumer research and dissecting these ordinary choices, the book invites everyday life into scientific laboratories. Why Did You Buy That Drink? challenges you to ponder over the daily battles ultimately shaping your life. It offers eye-opening insights that are set to forever alter how you view your receipts.
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