Why People (Don't) Buy: the GO and STOP signals

Successful consumer insights and policy interventions are elusive; often they tend to follow a hit-or-miss pattern. The GO-STOP signal framework explains why this pattern occurs and demonstrates how to avoid it.

Amitav Chakravarti is Professor of Marketing in the Department of Management, LSE.

Dr Simona Botti is Associate Professor of Marketing at London Business School, where she teaches Marketing and Brand Management. Her research focuses on consumer behaviour and decision making, and she specialises in the impact of perceived consumer control.

The Department of Management (@LSEManagement) is a globally diverse academic community at the heart of the LSE, taking a unique interdisciplinary, academically in-depth approach to the study of management and organisations.