The Business of Choice: Marketing to Consumers' Instincts

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9780134053455: The Business of Choice: Marketing to Consumers' Instincts

Discover how humans really make decisions – and use that knowledge to shape the behaviors and purchasing decisions you want!

Whether your objective is to grow a brand or promote healthy behaviors, you need a deep understanding of how humans intuitively make choices using cognitive mechanisms that have evolved over millions of years. Fortunately, dramatic recent advances in neuroscience, evolutionary biology, and the behavioral and social sciences are revolutionizing the way we understand human decision-making. The Business of Choice doesn't just reveal what's been learned: it shows how to use these insights to make your brand or behavior the most instinctive, intuitive, and easiest choice.

 

Matthew Willcox, founder and executive director of Draft FCB's pioneering Institute of Decision Making, shows you:

  • How choice has shaped the human species, leading to choices that often seem strange and irrational
  • How marketers can leverage the same evolutionary factors that have made humans so successful
  • What we copy from others, and what we don't copy: the power and limitations of "social"
  • The huge cognitive biases associated with planning the future and remembering the past
  • How to make decisions easy for consumers: building cognitive fluency, creating reference points, architecting information, and managing choice
  • Convincing customers to feel intuitively good about the choices they've made – so they'll return for more

The Business of Choice
will be an invaluable resource for all sales and marketing executives, strategists, agency professionals, and everyone in MBA-level marketing classes or programs.

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Product Description:

Named Marketing Book of the Year for 2016 by Marketing & Sales Books!


Reshape Consumer Behavior by Making Your Brand the Instinctive, Intuitive, Easy Choice

• Discover powerful new ways to simplify and guide consumer decisions
• Gain actionable insights into social influence, how people plan, and how they interpret the past
• Leverage surprising advances in neuroscience, evolutionary biology, and the behavioral and social sciences

 

Whatever your marketing or behavioral objective, you’ll be far more successful if you know how humans choose. Human intuitions and cognitive mechanisms have evolved over millions of years, but only now are marketers beginning to understand their impact on people’s decisions. The Business of Choice helps you apply new scientific insights to make your brand or target behavior the easiest, most instinctive choice.

 

Matthew Willcox integrates the latest research advances with his own extensive enterprise marketing experience at FCB’s Institute of Decision Making. Willcox explains why we humans often seem so irrational, how marketers can leverage the same evolutionary factors that helped humans prosper as a species, how to make decisions simpler for your consumers, and how to make them feel good about their choices, so they keep coming back for more!

Product Description:

Reshape Consumer Behavior by Making Your Brand the Instinctive, Intuitive, Easy Choice!

• Discover powerful new ways to simplify and guide consumer decisions
• Gain actionable insights into social influence, how people plan, and how they interpret the past
• Leverage surprising advances in neuroscience, evolutionary biology, and the behavioral and social sciences

 

Whatever your marketing or behavioral objective, you’ll be far more successful if you know how humans choose. Human intuitions and cognitive mechanisms have evolved over millions of years, but only now are marketers beginning to understand their impact on people’s decisions. The Business of Choice helps you apply new scientific insights to make your brand or target behavior the easiest, most instinctive choice.

 

Matthew Willcox integrates the latest research advances with his own extensive enterprise marketing experience at FCB’s Institute of Decision Making. Willcox explains why we humans often seem so irrational, how marketers can leverage the same evolutionary factors that helped humans prosper as a species, how to make decisions simpler for your consumers, and how to make them feel good about their choices, so they keep coming back for more!

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Book Description Pearson Education (US), United States, 2015. Hardback. Book Condition: New. 231 x 160 mm. Language: English . Brand New Book. Winner of the 2016 Berry - AMA Book Prize for Best Book in Marketing from the American Marketing Association! Named Marketing Book of the Year for 2016 by Marketing Sales Books! Reshape Consumer Behavior by Making Your Brand the Instinctive, Intuitive, Easy Choice * Discover powerful new ways to simplify and guide consumer decisions * Gain actionable insights into social influence, how people plan, and how they interpret the past * Leverage surprising advances in neuroscience, evolutionary biology, and the behavioral and social sciences Whatever your marketing or behavioral objective, you ll be far more successful if you know how humans choose. Human intuitions and cognitive mechanisms have evolved over millions of years, but only now are marketers beginning to understand their impact on people s decisions. The Business of Choice helps you apply new scientific insights to make your brand or target behavior the easiest, most instinctive choice. Matthew Willcox integrates the latest research advances with his own extensive enterprise marketing experience at FCB s Institute of Decision Making. Willcox explains why we humans often seem so irrational, how marketers can leverage the same evolutionary factors that helped humans prosper as a species, how to make decisions simpler for your consumers, and how to make them feel good about their choices, so they keep coming back for more!. Bookseller Inventory # AAS9780134053455

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