Rami Abdin, a sales and marketing leader with ten years of commercial experience in the pharmaceutical, aesthetics, skincare, and medical devices sectors, has released a new book titled "Why We Buy What We Don't Need." The book, announced on September 30, 2026, is available free of charge and examines the psychology behind consumer purchasing decisions.
The release follows Abdin's first book, "The Mastery for Medical Representatives: Coaching for Success," which focused on healthcare sales. While that book addressed the seller, the new work turns to the buyer. "I spent years selling to physicians and dermatologists, some of the most rigorously trained, evidence-driven people you will ever present to," Abdin said. "They read the clinical data line by line. And the decision still wasn't made on the data. It came down to trust, to positioning, to who in their peer group had already adopted it, to how the choice was framed in the room. That gap between the evidence and the decision is what I couldn't stop thinking about."
That question led Abdin to pursue a PhD in Sales and Marketing, formalizing a decade of field observation into structured research on consumer behavior and decision psychology. "Why We Buy What We Don't Need" is the first public output of that work, translating behavioral science into practical commercial application.
The book covers mental shortcuts that drive buying decisions—social proof, loss aversion, anchoring, reciprocity, and authority—alongside pricing psychology, identity-driven purchasing, trust signals, and friction. Each chapter pairs underlying research with real brand case studies and an application exercise for readers to complete on their own product or campaign.
Notably, the book is being released free of charge. "Most of what I know, I learned from people who took the time to teach me—managers, mentors, colleagues who had no obligation to do it," Abdin said. "A decade in this industry has given me more than I expected. Releasing this for free is how I give some of that back. If one rep or one founder stops guessing and starts understanding their buyer, that's worth more to me than the price of a download."
Mentoring and developing healthcare sales professionals has been a consistent thread in Abdin's career. He holds a Bachelor of Pharmacy, an MBA, and is currently a PhD scholar in Sales and Marketing. His professional experience includes roles at Merck, L'Oréal, Menarini (Relife Aesthetics), and Imdad (Aesthetics Medical Devices).
The book's release matters because it offers free, research-based insights into consumer behavior at a time when sales and marketing professionals face increasing pressure to understand what truly drives purchasing decisions. By making the content accessible to all, Abdin aims to elevate the standard of commercial practice, potentially benefiting startups, small businesses, and individual salespeople who might not otherwise have access to such resources.
"Why We Buy What We Don't Need" is available at no cost at https://shorturl.at/X0bhv.
