‘Once You See It: A Simple Guide to Understanding Customer Behavior’ appeared in paperback on January 18, 2026. Caroline Schonarth, who works as a Campaign Creative Lead at Dell Technologies with experience in marketing and brand campaigns, wrote the book.
It draws on behavioral science to examine why people make irrational choices in purchases, work, and daily life.
The 136-page guide uses real stories and familiar scenarios to cover effects like confusing popularity with quality, valuing things more when effort is involved, the pull of “free” offers, preference for the familiar, framing’s influence on perception, and defending past decisions despite new evidence.
These patterns appear in stores, online, festivals, marketing, and product design. The book targets readers in business, marketing, product, or sales who want to understand customers better.
It also suits anyone curious about human behavior without needing prior psychology knowledge. No public reader reviews appear to be widely available yet, as the release date is recent.
What You Will Learn
You will learn the names and mechanics of psychological forces that drive decisions you have already encountered. The book shows how popularity signals quality even when it does not, why sunk costs keep you committed to poor choices, and how “free” items trigger irrational spending.
You will see why familiar options feel safer, how framing alters perceived value more than facts do, and why people justify bad decisions after making them.
These insights come through short, relatable examples from grocery aisles to online shopping and marketing campaigns. You gain tools to spot these biases in your own choices and in others’.
For professionals, this knowledge helps design better customer experiences, craft clearer communications, and predict responses to products or offers.
The direct approach avoids dense theory, so you finish with practical awareness that applies immediately to decisions at work and home.
Our Key Takeaways:
Once You See It reveals the hidden psychological patterns behind customer and personal decisions through accessible behavioral science examples.
- The core message explains that most choices stem from biases like social proof, effort justification, and framing rather than pure logic.
- The book suits marketers, product designers, salespeople, and anyone interested in why humans act irrationally in buying and trusting.
- It helps you recognize these effects in real time, leading to sharper personal decisions and more effective work with customers.
You may also want to check out some of our other bestseller book spotlights.
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