You were never really choosing. You were being guided.

Why does ₹999 feel so much cheaper than ₹1,000? Why do luxury brands raise their prices to sell more? Why do your eyes land exactly where the supermarket wants them?

Every day, brands use hidden psychology to shape what you buy — the colours on the shelf, the numbers on the price tag, the words on the menu, the countdown timer on your screen. None of it is an accident.

In They Made You Buy It, Siddharth Peeyush pulls back the curtain on twelve persuasion playbooks, from charm pricing and menu engineering to artificial scarcity and influencer marketing. Each chapter breaks down the psychology in plain language, shows you real-world examples, and hands you simple exercises to spot the tricks in the wild.

Read this book, and you will never shop the same way again. You will shop smarter.