The Business of Choice: How Human Instinct Influences Everybody's Decisions: How Human Instinct Influences Everyone's Decisions

Description

In this 2nd edition of award winning The Business of Choice, expert author and consultant Matthew Willcox explores the science of influencing choice, bringing together the work of thousands of behavioral scientists and practitioners. Cutting to the heart of the science, Willcox helps you apply this to your own marketing and brand strategies, allowing you to use an understanding of how humans naturally decide to make your brand or business a natural choice.  The Business of Choice takes you through the story of how instinct affects our decisions, from its roots in our evolutionary history, to technology and artificial intelligence today. You'll discover how human nature affects how people decide, whether they are making choices for grocery shopping, or their retirement investments.   The first edition of The Business of Choice was awarded the 2016 Berry – American Marketing Association Book Prize for Best Book in Marketing. Half Title Page Title Page Copyright Page Praise Page ACKNOWLEDGMENTS Contents LIST OF FIGURES AND TABLES Preface Part I-THE BUSINESS, SCIENCE, AND NATURE OF CHOICE 1-THE BUSINESS OF CHOICE 2-THE EVER-ADVANCING SCIENCE OF CHOICE 3-The Natural History of Choice Congratulations for Being Part of Our Successful Team! Human Nature (Sometimes) Comes Naturally to Marketers Part II-PART II GETTING PRACTICAL TODAY 4-Shortcuts versus Analysis –Ignoring is Decisional Bliss 5-Getting Familiar 6-Thanks for Sharing (Whether You Meant to or Not) Other People’s Faces Other People’s Behavior 7-Now, and the Future – Different Places with Different Rules 8-Loss and Ownership Scarcity 9-Make People Feel Smart, Attractive – or Even Lucky 10-Make It Easy – For the Mind and the Body 11-Never Be Above Comparison 12-If Content is King, Context is Queen Context Activates Evolutionary Goals How People Get Labeled (or Label Themselves) Affects Their Behavior and Others’ Behavior Toward Them From Macro to Micro, Our Environment Affects Our Choices How We Feel – The Unrelated Emotions that Individuals Bring to Their Decisions 13-Same and Different; Nature and Nurture Human Nature Genetic Makeup Culture Life Experience 14-The Power of Affirmation and Sparking Joy Part III-LOOKING FORWARD 15-Think Differently about Market Research What People Say They Like Can Change … Unintentionally What Might Lead Us to Better Marketing Research, Then? Better Understanding of the Cognitive Biases and Heuristics that Drive the Pre-conscious Aspects of Decision Making Implicit Association Measures Facial Expression Recognition Eye Tracking and Pupillometry Electrodermal Activity Neuroimaging and Analysis fMRI EEG Behavioral Testing/RCTs In Summary 16-Think Differently about How You Work 17-Choosing without Choosing – Artificial Intelligence and Choice Conclusion Index