People do weird things...For example, why do people flock to a sale if they can "buy two shirts and get a third shirt half off" but not when they can "spend $25 on three shirts instead of $30?" Why do people trust a drug named Levitra, but not one called Vardenafil (...despite the fact that both are the exact same drug)? Why does a product selling for $50.00 seem so much more expensive than a similar one selling for $49.99? In Urge, Dr. James Mourey addresses these questions and more. Mourey begins with two admissions: 1) he likes to judge people, and 2) people-watching is his favorite pastime (but not in like a creepy, voyeuristic sort of way). Consumers, it turns out, are fun to watch not just because of the crazy, seemingly irrational things they do, but also because of astonishingly efficient and automatic choices they make on a day-to-day basis. Known for his energetic, engaging presentation style, Mourey takes the reader on an educational, applicable, and strangely funny voyage that covers both the principles of marketing as well as the ins and outs of Consumer Behavior. Divided into three parts - the Self, the Situation, and the Solution - Urge teaches readers how an individual's perceptions, thoughts, emotions, attitudes, and personality interact with their culture, context, situation, and social relationships to affect how consumers value consumer products and services and ultimately make decisions. The book also details The URG3S Model of Consumer Behavior, a comprehensive, easy-to-use, and effective approach for anyone in the business of marketing, which, let's face it, is all of us.
About the Author: James A. Mourey, Ph.D., is an Assistant Professor of Marketing at DePaul University in Chicago, Illinois. A former marketing and management account executive and research think-tank director turned professor, consultant, public speaker, and psychic to the stars, Dr. Mourey has long-specialized in bridging the gap between marketing science and marketing practice (at his ripe old age of 30). He began his marketing career as a toddler when, emulating his Saturday Night Live favorites by writing and performing comedy sketches, he realized the importance of having a deep understanding of an audience's needs and providing a product that could deliver on those needs. He later went on to work on accounts ranging from Tiffany & Co. to the Ritz-Carlton, Thomson Reuters to Aon, and he currently consults and participates in speaking engagements across the U.S. Most of the time, Dr. Mourey can be found toiling away in his Modern Marketing research lab or teaching the future leaders of tomorrow, which he believes is the best, most rewarding job in the world.