Most people like to think of themselves as rational, but when it comes to choosing what to buy, logic has very little to do with it. Emotional responses, habitual behaviors, and subtle hidden persuasion rule the day. Marketing psychologists use scientifically proven techniques to influence everything from how people see their products to how much they're willing to pay for them. Through a combination of true storytelling and science, the reader will explore how to become a marketing psychologist, the fascinating history of psychological marketing, the types of mental tricks that marketers use to convince them to buy their products, the dangers of falling for psychological marketing manipulations, and how every person can learn to identify these methods to become a more responsible and mindful consumer.