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The business of choice : how human instinct influences everyone's decisions /
In this 2nd edition of 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 ma...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Bingley :
Emerald Publishing Limited,
2020.
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| Edición: | 2nd ed. |
| Temas: | |
| Acceso en línea: | Texto completo Texto completo |
Tabla de Contenidos:
- Intro
- 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