How to Market to Humans

Resources for Understanding Consumer Behavior

Marketing is messy because human beings are messy. We’re far less rational and far more irrational than we realize (or want to admit).

But there is a method to the madness, particularly when it comes to how we pay attention to the things we buy.

An understanding of Consumer Behavior can help you construct more effective marketing campaigns and, ultimately, design better products.

But if you’re not already knee-deep in this stuff it can be confusing, and there is a good bit of disagreement over the topic.

My advice: stick to the research.

To that end, here are some resources to get you started.

Have a favorite resource on Consumer Behavior? I’d love to hear about it. Leave your suggestions in the comments and I’ll add the best to this list.


5 Quirks of the Human Brain Every Marketer Should Understand - HubSpot

7 Reasons Why We're Irrational Shoppers - Psychology Today (There's a ton more on the Psychology Today site.)

5 Psychological Tactics Marketers Use To Influence Consumer Behavior - FastCompany


Influence: Science and Practice by Robert Cialdini

Why We Buy: The Science of Shopping by Paco Underhill

Predictably Irrational by Dan Ariely

Contagious: How to Build Word of Mouth in the Digital Age by Jonah Berger

Youtility: Why Smart Marketing Is about Help Not Hype by Jay Baer

Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School by John Medina

Positioning: The Battle for Your Mind by Al Ries and Jack Trout


Hi, I’m Keith Monaghan. I’m a researcher. I help creative teams understand the big picture of their project before they start. Once the project starts, I help them understand the details.

Informed team. Awesome project. Happy clients.

How can I help your team with their project?

Keith Monaghan