Marketing Concepts 101: 20 Effects, Theories & Frameworks That Explain Why People Buy, Stay and Come Back

- Why raising your price can increase demand (The Veblen Effect)- How one purchase triggers a spiral of more purchases (The Diderot Effect)- Why admitting your flaws makes people trust you more (The Pratfall Effect)- How brands make you forget why you walked into a store (The Gruen Transfer)- Why your best marketing is the one you cannot measure (The Dark Funnel)- The mathematical formula that determines if your product will go viral (Viral Coefficient)- How the most successful brands do not compete - they invent the game (Category Design)- And 13 more concepts that will change how you think about every brand decision you makeEach concept is explained through its origin story, real-world examples from brands like Zerodha, boAt, Amul, D-Mart, Paperboat and Razorpay, a memorable analogy, and practical takeaways you can apply immediately.Written for Indian founders, marketers, and anyone who wants to understand why people really buy - not what the textbooks say, but what actually works.Once you know these concepts, you will see them everywhere. In every ad. Every app. Every brand.