The business of choice : marketing to consumers' instincts /

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 neuroscie...

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Bibliographic Details
Main Author: Wilcox, Matthew (Author)
Format: eBook
Language:English
Published: Upper Saddle River, New Jersey : Person Education, [2015]
Subjects:
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504 |a Includes bibliographical references and index. 
505 0 |a Pt. I. The business, science, and nature of choice. The business of choice -- The ever-advancing science of choice -- The natural history of choice -- pt. II. Getting practical today. Shortcuts versus analysis -- ignoring is decisional bliss -- Getting familiar -- Thanks for sharing (whether you meant to or not) -- Now, and the future -- different places with different rules -- Loss and ownership -- Make people feel smart, attractive -- or even lucky -- Make it easy -- for the mind and the body -- Never be above comparison -- If content is king, context is queen -- Same and different; nature and nurture -- The power of affirmation -- pt. III. Looking forward. Think differently about market research -- Think differently about how you work. 
520 |a 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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