Consumers do not behave like the rational calculators classical economics assumes. They satisfice, anchor, compare, and habituate, and every one of those tendencies can be understood, predicted, and designed around, for better or for worse.

The Predictable Customer is a practitioner’s survey of the psychology behind real consumer decisions: the heuristics and biases behind everyday choice, the choice architecture that shapes decisions without restricting them, the context effects that construct perceived value, Cialdini’s seven principles of influence, the role of emotion and identity, the social pressures behind consumption, the psychology of paying, the mechanics of habit and loyalty, digital choice architecture, cultural variation, and the ethical line every one of these techniques has to be measured against.