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Understand how humans really make decisions — and use that knowledge to craft the behaviors and purchasing decisions you want!
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!
Part I The Business, Science, and Nature of Choice 1
Chapter 1 The Business of Choice 2
Chapter 2 The Ever-Advancing Science of Choice 10
Chapter 3 The Natural History of Choice 22
Part II Getting Practical Today 33
Chapter 4 Shortcuts Versus Analysis—Ignoring Is Decisional Bliss 34
Chapter 5 Getting Familiar 41
Chapter 6 Thanks for Sharing (Whether You Meant to or Not) 53
Chapter 7 Now, and the Future—Different Places with Different Rules 68
Chapter 8 Loss and Ownership 79
Chapter 9 Make People Feel Smart, Attractive—or Even Lucky… 95
Chapter 10 Make It Easy—For the Mind and the Body 105
Chapter 11 Never Be Above Comparison 121
Chapter 12 If Content Is King, Context Is Queen 135
Chapter 13 Same and Different; Nature and Nurture 154
Chapter 14 The Power of Affirmation 172
Part III Looking Forward 179
Chapter 15 Think Differently about Market Research 180
Chapter 16 Think Differently about How You Work 197
Appendix Reading List and Resources 210