GFL 126: Understanding Consumer Behavior and Why People Buy

Michael Solomon “wrote the book” on understanding consumers. Hundreds of thousands of business students have learned about marketing from his books including Consumer Behavior: Buying, Having, and Being—the most widely used book on the subject in the world. Michael’s mantra is: We don’t buy products because of what they do. We buy them because of what they mean. He advises global clients on marketing strategies to make them more consumer-centric, and he is currently directing Nielsen’s revamp of its global Brand Health Model. Michael is a contributor at Forbes, where he writes about issues related to consumer behavior, marketing and retailing. His articles have been cited over 30,000 times, and he is frequently quoted in publications such as The New York Times, The Washington Post, Time, USA Today and Adweek. His newest book, The New Chameleons: Connecting with Consumers Who Defy Categorization, was published in February 2021. As a Professor of Marketing (in the Haub School of Business at Saint Joseph’s University in Philadelphia), a sought-after keynote speaker, and an industry consultant, Michael combines cutting-edge academic theory with actionable real-world strategies. He helps managers get inside the heads of their customers so they can anticipate and satisfy their deepest and most pressing needs – today and tomorrow. An executive at Subaru said it best: “The man is a scholar who is current and street-wise.” In this episode of the Go For Launch podcast, he talks about why people buy—and what both B2C and B2B businesses need to know. Learn what the “new normal” of consumer buying behavior will look like after the COVID-19 pandemic.