In a marketplace where consumer attention is fleeting and marketing gimmicks are everywhere, a new book by seasoned brand strategist Harinder Singh Pelia is cutting through the noise—and making readers rethink everything they thought they knew about marketing.

Titled “The Psychology of Marketing”, Pelia’s debut book offers a sharp, witty, and deeply relatable look at how marketers influence consumer behavior—often without them realizing it.

From working on mass-market smartphones at Micromax to luxury brands like DIESEL and Ajio Luxe, Pelia brings over a decade of frontline experience to the table. But what sets this book apart is not just industry insight—it’s the unapologetically honest narrative tone, backed by psychological research and everyday examples.

“You’re not selling a product. You’re selling how people want to feel,” writes Pelia. “And marketers who forget that are just shouting into the void.”

---

A Fresh Take on an Old Game

Far from being a textbook or a marketing manual, The Psychology of Marketing feels more like a behind-the-scenes exposé. Pelia breaks down concepts like cognitive biases, emotional branding, choice architecture, and price psychology, using relatable Indian scenarios and global brand case studies.

Why does ₹19,990 feel cheaper than ₹10,000? Why do flash sales feel urgent even when we don’t need anything? Why do we “buy into” Nike’s story of confidence and not just their shoes?

Pelia argues that marketing is a psychological game, where emotion leads and logic follows.

---

Key Topics Covered in the Book:

• The science of attention and motivation in the digital age
• How habits and brand loyalty are carefully engineered
• Why emotion often trumps logic in decision-making
• The rise of neuromarketing and how AI is changing the game
• The role of scarcity, anchoring, and bias in everyday purchases

Each chapter ends with actionable strategies for marketers, brand managers, and entrepreneurs who want to apply these psychological insights to real-world campaigns.

Who Should Read This Book?

Ideal for marketers, brand strategists, startup founders, B-school students, and even curious consumers, the book strikes a perfect balance between theory and practice.

If you’re a fan of authors like Daniel Kahneman, Rory Sutherland, or Richard Thaler, The Psychology of Marketing offers a uniquely Indian, yet globally relevant perspective on the irrational, emotional, and deeply human side of marketing.

About the Author

Harinder Singh Pelia is a marketing professional with over a decade of experience across retail, fashion, tech, and eCommerce. His work has spanned both mass and luxury segments, giving him a unique vantage point on consumer psychology in diverse markets.

Bottom Line:
Whether you’re selling sarees, smartphones, or software, The Psychology of Marketing is a timely reminder that the best marketers aren’t just selling products—they’re selling emotions, identity, and stories.