Market researcher and psychologist David Forbes explains the key psychological motivations that shape consumer behavior.

Vast changes across our media landscape have made a marketer's job harder than ever.

Streaming services and social media devalue traditional advertising, while consumer-driven movements have enabled people to easily opt out of direct communications such as email newsletters or telemarketing.

In The Science of Why, market researcher and psychologist David Forbes sets out an easy-to-follow template of consumer motivations.

Tying together psychological mechanisms with consumer profiles, case studies, and insights on the new marketplace, Forbes provides a detailed guide for any business looking to successfully engage their target audience.