Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses

ISBN-13: 9781398606487 / Angielski / Miękka / 2022 / 256 str.

Nancy Harhut

Opis

Apply behavioral science techniques in key areas of marketing to drive consumer action for increased engagement and conversion rates.

Recenzje

"Marketing professionals can benefit greatly from this book. Its engaging style and numerous research-based takeaways make it a standout in the field." Robert Cialdini, Author of Influence and Pre-Suasion

Spis treści

• • Chapter - 01: Emotional and rational elements in decision making;
  • Chapter - 02: Conveying customer benefits through loss aversion and the endowment effect;
  • Chapter - 03: Achieving urgency and exclusivity through the scarcity principle;
  • Chapter - 04: The reciprocity principle and the marketing value of give to get;
  • Chapter - 05: Social proof - Harnessing the power of people like us, and the people we like;
  • Chapter - 06: Storytelling - Increasing consumer involvement and engagement;
  • Chapter - 07: Autonomy bias - Harnessing the human need for control;
  • Chapter - 08: Encouraging sales and loyalty through the consistency principle and the Zeigarnik effect;
  • Chapter - 09: Information gap theory - Prompting consumers to take action through curiosity and the need to know;
  • Chapter - 10: Tapping into the authority principle to stand out and prompt responses;
  • Chapter - 11: Choice architecture and status quo bias - How to use inertia to get things moving;
  • Chapter - 12: Labeling and framing - Making people see things your way;
  • Chapter - 13: Increasing action through automatic compliance triggers and reasons;
  • Chapter - 14: Maximizing the impact of your marketing copy and language;
  • Chapter - 15: Increasing desirability though triggering availability bias;
  • Chapter - 16: Creating stand out marketing communications through context, rewards and unpredictability;
  • Chapter - 17: Temporal discounting and temporal landmarks - The effects of time on behavior

O autorze

Nancy Harhut is Co-Founder and Chief Creative Officer at HBT Marketing, a consultancy which specializes in applying human behaviour techniques to marketing and whose clients include H&R Block, AARP and Transamerica. Based in Boston, Massachusetts, she previously held senior creative management positions with agencies within the IPG and Publicis networks, where she worked with clients including Dell, Bank of America and AT&T. A regular international conference keynoter, she has been recognized as an Online Marketing Institute Top 40 Digital Strategist and Ad Club Top 100 Creative Influencer.