هندسة الرغبة
How Are Purchase Decisions Made in the Human Mind?
A strategic book on the shift from traditional needs-based marketing to demand creation, through understanding human psychology, behavioral economics, and AI techniques.
About the Book
Why do people buy a certain product despite better alternatives existing? And why does a simple ad achieve millions in sales while massive campaigns with huge budgets fail? The truth is that most purchase decisions aren't built on logic alone — they're made inside the mind before becoming a visible decision.
People don't just buy products... they buy the meanings those products give them. Once you understand how desire is made, you'll realize the greatest battle in marketing isn't fought in the market, but inside the human mind.
Book Summary
The book starts from a core idea: humans don't make purchase decisions with complete rationality as long believed, but are shaped by psychological and behavioral factors they often aren't aware of.
The author takes the reader on a journey that begins with understanding how decisions form in the human mind, then moves to analyzing the drivers behind desire, and how surroundings, first impressions, past experiences, emotions, and personal identity shape buying behavior.
The book then discusses perceived value — why a higher-priced product sometimes outsells a cheaper, lower-quality one — and how a brand can build its place in the customer's mind before entering a price war.
It also covers the principles of psychological pricing, offer design, building customer experience, creating trust, and the mechanisms that turn a first-time buyer into a loyal customer and brand ambassador.
The book concludes with practical models and strategies that help organizations and entrepreneurs apply behavioral economics principles to marketing and sales, ethically, achieving sustainable growth and long-term customer relationships.
Key Themes
- ●Desire precedes decision: understanding the moment hidden desire forms before a purchase.
- ●Behavioral economics explains consumer behavior through cognitive biases.
- ●Value matters more than price: customers buy what they believe is most valuable to them.
- ●A brand starts in the mind, not in the logo or color.
- ●Customer experience is the best marketing tool for bringing people back.
- ●Trust is the foundation of every sale; the more of it, the less resistance to buying.
- ●Ethical marketing is more sustainable than manufacturing desire through deception.