Most businesses market by guesswork — hoping the right ad or discount accidentally lands. The Science of Consumer Choice flips that script, using 30+ years of behavioral economics research to show you how to shape the context around a purchase decision instead of waiting for it. Learn why "available" isn't the same as "irresistible," how status sells where utility can't, and why the setting you sell in matters as much as what you're selling. Stop guessing. Start engineering d