Marketing and Psychology

by Tom Bowden-Green, Luan Wise

274 pages, Paperback

Published January 22, 2026

Reviews

[Tim Hughes · Rating 5 out of 5]

Luan Wise and Dr. Tom Bowden-Green have achieved something rare: they’ve taken the vast, often intimidating world of behavioral science and distilled it into a framework that is actually usable for a busy marketer. By grouping hundreds of theories into the simple ABC Approach; Audience, Brand Perception, and Choice. The authors provide a structured roadmap that moves beyond "gut instinct" and into evidence-based strategy. Whether you are a seasoned practitioner or a student, the book’s ability to explain complex mechanisms like the Dark Triad of personality or the Halo Effect through real-world examples makes it an essential reference guide for modern marketing planning. A Masterclass in Understanding the Human Side of Data

What sets this book apart is the perfect balance between academic rigor and industry expertise. The case studies, ranging from Dove’s Real Beauty campaign to the Met Office’s storm naming, demonstrate how psychological concepts like anthropomorphism and mental availability drive real-world outcomes. I particularly appreciated the "Key Questions" at the end of each section, which act as a staff of experts prompting you to sharpen your tactics. It is a lively, engaging read that proves marketing is more effective when you stop treating customers like data points and start understanding them as human beings.