Skip to main content
SpringerLink
Log in
Palgrave Macmillan

Why People (Don’t) Buy

The Go and Stop Signals

  • Book
  • © 2015

Overview

Authors:
  1. Amitav Chakravarti

    1. London School of Economics, UK

    View author publications

    You can also search for this author in PubMed   Google Scholar

  2. Manoj Thomas

    1. Cornell University, USA

    View author publications

    You can also search for this author in PubMed   Google Scholar

  • Provides a robust framework of analysis for managers – the GO-STOP Signal Framework – that can be used to both avoid and make sense of strategic marketing and sales mistakes

  • Illuminated by high profile marketing case studies. Rooted in a rich scientific literature, presented in an unusually accessible style, the authors have reviewed cutting-edge scientific findings in a lucid, easy-to-read, and engrossing way

This is a preview of subscription content, log in via an institution to check access.

Access this book

Log in via an institution
eBook USD 34.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book USD 44.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book USD 44.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Other ways to access

Licence this eBook for your library

Institutional subscriptions

Table of contents (11 chapters)

  1. Front Matter

    Pages i-xv
    Download chapter PDF

  2. Introduction: hit-or-miss consumer insights

    • Amitav Chakravarti, Manoj Thomas
    Pages 1-6

  3. Three causes

    • Amitav Chakravarti, Manoj Thomas
    Pages 7-28

  4. The 100 calories paradox

    • Amitav Chakravarti, Manoj Thomas
    Pages 29-44

  5. Pricing disaster at JC Penney

    • Amitav Chakravarti, Manoj Thomas
    Pages 45-62

  6. Tata Nano, the world’s cheapest car

    • Amitav Chakravarti, Manoj Thomas
    Pages 63-72

  7. When not to discount

    • Amitav Chakravarti, Manoj Thomas
    Pages 73-79

  8. Avoid discordant pricing

    • Amitav Chakravarti, Manoj Thomas
    Pages 80-100

  9. Paying for medicines and Tickle Me Elmo

    • Amitav Chakravarti, Manoj Thomas
    Pages 101-131

  10. Credit cards and obesity

    • Amitav Chakravarti, Manoj Thomas
    Pages 132-148

  11. Why paying people to donate blood does not pay

    • Amitav Chakravarti, Manoj Thomas
    Pages 149-186

  12. Five steps to actionable consumer insights

    • Amitav Chakravarti, Manoj Thomas
    Pages 187-202

  13. Back Matter

    Pages 203-223
    Download chapter PDF
Back to top

Keywords

About this book

Full of practical diagrams and maps, as well as international case studies, this book offers a unique and extensively-tested 'GO-STOP Signal Framework', which allows managers to better understand why consumers are not buying their products and what can be done to put this right.

Authors and Affiliations

  • London School of Economics, UK

    Amitav Chakravarti

  • Cornell University, USA

    Manoj Thomas

About the authors

Amitav Chakravarti is Professor of Marketing at the Department of Management, London School of Economics and Political Science, and wrote part of the book when visiting the Sloan School of Management, MIT. Currently he is on the faculty of University of California, Riverside. Prior to his appointment at LSE, he was an Associate Professor at the Stern School of Business, New York University. He received his PhD from the University of Florida (Go Gators!) and his research has been published in leading journals like Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, and Journal of Experimental Psychology: Learning, Memory, and Cognition. He was awarded the Google-WPP Marketing Research Award and the Marketing Science Institute (MSI) Young Scholar Award, and named among the 'Top 10' instructors at the Department of Management, LSE. Chakravarti spends a lot of his time in the concrete jungles of New York City, but still misses his childhood days growing up near a Rhino reserve.

Manoj Thomas is Associate Professor of Marketing and Director of Business Simulation Lab at the Samuel Curtis Johnson Graduate School of Management at Cornell University. He trains MBA students and executives to identify and test powerful consumer insights. Thomas has received the Apple Award for Excellence in Teaching. He holds a PhD in marketing from the Stern School of Business at New York University. His specialization is consumer psychology. His research has been published in the Journal of Consumer Research, the Journal of Marketing Research, Marketing Science and Psychological Science. Thomas has received several research fellowships, has been nominated an MSI Young Scholar, and is an Associate Editor for the Journal of Consumer Psychology. He lives in the idyllic town of Ithaca, NY with his charming wife and two sons.

Bibliographic Information

Publish with us

Policies and ethics

Back to top

Search

Navigation