Behind all the theoretical postulates models and pyramids of consumer behaviour lies a basic psychology that nudges us as our brain drives us to purchase even without us as consumers realizing it. Research indicates that 95% of our decisions are driven by subconscious urges, highlighting how often we rely on mental shortcuts and heuristics rather than rational analysis.The idea is to decode the psychology behind attention habits, loyalty, learning, motivation, perception biases and of course technology. Harinder Singh Pelia is the creator of the 10Xer Club, a club made by marketers for marketers that aims at solving challenges with upskilling, networking, and hiring marketing professionals in India. He was previously a Marketing Leader at Amazon, where he helped launch and grow Amazon Fashion through several projects from scratch. Additionally, Harinder had a key role in the development of various other high-end fashion labels like Diesel, Ajio Luxe, and The White Crow. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx