He’s called the consumer psychology guru. Marshal Cohen has written a useful book which suggests new ways (and old ones) to create value that will entice customers even in difficult times. As an expert in consumer behaviour, Cohen offers a series of approaches that “turns economic challenges into business opportunities”. Some of these include offering additional services that reach customers who will pay for those services to adding on must-have features through dramatic upgrades or new designs. This book will be of particular interest to those who are in the retail trade or sell through retail outlets.