Decision-making

Marketing technology changes constantly. Human psychology changes far more slowly.

Why do customers trust one brand over another? Why do some messages inspire action while others are ignored? Why do organisations with similar products achieve dramatically different results?

In The Psychology of Marketing Influence, Thom Poole explores the psychological forces that shape every commercial decision. Combining behavioural science with more than three decades of international marketing and leadership experience, he explains how meaning, perception, trust and human behaviour influence customers, organisations and markets.

Rather than focusing on marketing tactics or the latest digital trends, this book examines the timeless principles that underpin influence, decision-making and commercial success – offering practical insights for marketers, business leaders, entrepreneurs and anyone responsible for shaping decisions.