Authors: Eugene Galanter , Howard Moskowitz, Matthias Silcher

People, Preferences & Prices: Sequencing The Economic Genome Of The Consumer Mind

eBook: US $86 Special Offer (PDF + Printed Copy): US $162
Printed Copy: US $119
Library License: US $344
ISBN: 978-1-60805-642-2 (Print)
ISBN: 978-1-60805-249-3 (Online)
Year of Publication: 2011
DOI: 10.2174/97816080524931110101


This book explores a variety of topics that fall in the realm of psychological and behavioral economics. It demonstrates to the reader how to perform straightforward experiments in order to understand how people think about the economic aspects of their daily lives.

Behavioral economics is a 'hot new area' of economics and consumer psychology. This book provides a comprehensive guide on consumer research and the types of results required. These approaches are spreading further around the globe, thanks to the work of Dr. Howard Moskowitz, one of the authors of this book, and the incredible success of Selling Blue Elephants. In other words, the book is just slightly ahead of a sea change in consumer research, and may be one of the 'tipping points'. (Coincidentally, Malcolm Gladwell, the bestselling author, is a great admirer of Dr. Moskowitz)


Eugene Galanter
Otolaryngology Columbia University

Howard Moskowitz
Moskowitz Jacobs Inc.

Matthias Silcher
Moskowitz Jacobs Inc.