The title of this book is not an exaggeration. We are influenced - constantly, systematically, and mostly without awareness. This is essential reading.

Phil Barden – author of 'Decoded. The Science Behind Why We Buy'

Influenced is an engaging and highly accessible exploration of the hidden forces that shape what we buy. Aarron Atkinson-Toal takes familiar shopping moments and reveals the psychology sitting underneath them, making behavioural science feel useful, human and uncomfortably close to home. Packed with stories that bring the science to life, it reveals the influence hiding in plain sight and why our choices are rarely as independent as we like to believe.

Duncan Smith, Managing Director, Mindlab

This book is an easy read that provides you with an overview of why consumers are not always rational in their decision making. If you are a curious consumer, this book will give you accessible insight into how marketing can influence behaviour. It includes aspects of behavioural economics and classic psychological theories to explain different decision-making concepts through real-world examples. An enjoyable read!

Cathrine Jansson-Boyd, Professor of Consumer Psychology at Anglia Ruskin University