Edward Bernays on Consumer Behavior and Purchasing Decisions

„In theory, everybody buys the best and cheapest commodities offered to him on the market. In practice, if every one went around pricing, and chemically testing before purchasing, the dozens of soaps or fabrics or brands of bread which are for sale, economic life would become hopelessly jammed.“

Edward BernaysEdward Bernays on consumer behavior, brands, and the need for simplified purchasing decisions in modern economic life.
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Edward L. Bernays was an American pioneer in public relations and mass communication. He is regarded as one of the founders of the modern PR industry.

Edward Bernays explains why consumers rely on guidance, brands, and simplified purchasing decisions in everyday economic life.


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Edward Louis Bernays (1891–1995) was an Austrian-American public relations consultant and author. He is considered the father of public relations and developed techniques for manipulating public opinion. Bernays combined psychology with advertising and greatly influenced modern marketing and communication practices.

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