You are previewing The Business of Choice: Marketing to Consumers’ Instincts.
O'Reilly logo
The Business of Choice: Marketing to Consumers’ Instincts

Book 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!

Table of Contents

  1. About This eBook
  2. Title Page
  3. Copyright Page
  4. Dedication Page
  5. Contents
  6. Acknowledgments
  7. About the Author
  8. Preface
  9. Part I: The Business, Science, and Nature of Choice
    1. 1. The Business of Choice
    2. 2. The Ever-Advancing Science of Choice
    3. 3. The Natural History of Choice
      1. Congratulations for Being Part of Our Successful Team!
      2. Human Nature (Sometimes) Comes Naturally to Marketers
  10. Part II: Getting Practical Today
    1. 4. Shortcuts Versus Analysis—Ignoring Is Decisional Bliss
    2. 5. Getting Familiar
    3. 6. Thanks for Sharing (Whether You Meant to or Not)
      1. The Power of Other People—Be Social
    4. 7. Now, and the Future—Different Places with Different Rules
    5. 8. Loss and Ownership
    6. 9. Make People Feel Smart, Attractive—or Even Lucky...
    7. 10. Make It Easy—For the Mind and the Body
    8. 11. Never Be Above Comparison
    9. 12. If Content Is King, Context Is Queen
      1. 1. Context Activates Evolutionary Goals
      2. 2. How People Get Labeled Affects Their Behavior and Others’ Behavior Toward Them
      3. 3. From Macro to Micro, Our Environment Affects Our Choices
      4. 4. How We Feel—The Unrelated Emotions That Individuals Bring to Their Decisions
    10. 13. Same and Different; Nature and Nurture
      1. Human Nature
      2. Genetic Makeup
      3. Culture
      4. Life Experience
    11. 14. The Power of Affirmation
  11. Part III: Looking Forward
    1. 15. Think Differently about Market Research
      1. What People Say They Like Can Change...Unintentionally
      2. What Might Lead Us to Better Marketing Research, Then?
    2. 16. Think Differently about How You Work
  12. Conclusion
  13. Appendix: Reading List and Resources
    1. Conferences
    2. Blogs, Feeds, and Digests I Like
    3. 25 Books I’ve Enjoyed and Found Useful
  14. Index