What Your Customer Wants and Can't Tell You

Unlocking Consumer Decisions with the Science of Behavioral Economics
 
 
Mango Media (Verlag)
  • erschienen am 15. Juni 2021
  • |
  • 330 Seiten
 
E-Book | ePUB mit Wasserzeichen-DRM | Systemvoraussetzungen
978-1-64250-563-4 (ISBN)
 
Why do people buy? A behavioral economist explains the science of consumer behavior in "the most important business book to come out in years" (Michael F. Schein, author and columnist for Inc., Forbes, and Psychology Today).

What Your Customer Wants and Can't Tell You explains the neuroscience of consumer behavior. Learn exactly why people buy-and how to use that knowledge to improve pricing, increase sales, create better "brain-friendly" brand messaging, and be a more effective leader.

Behavioral economics is the marketing research future of brands and business. This book goes beyond an academic understanding of behavioral economics and into practical applications. Learn how real businesses and business professionals can use science to make their companies better. Business owner, consultant, and behavioral economics expert Melina Palmer helps leaders like you use the psychology of the consumer, innovation, and truly impactful branding to achieve real, bottom-line benefits.

Discover information and tools you can actually use to influence consumers. Go beyond data science and learn how the consumer brain works. Dramatically improve your effectiveness as a leader and marketer with:
· Real-world examples that bring a concept to life and make it stick
· Ideas to help you with problem solving for your business
· Ways to hack your brain into coming up with innovative programs, products, and initiatives

"A stand-out guide for anyone fascinated by customer behavior and the science of decision-making." -Madeline Quinlan, cofounder of Salient Behavioral Consultants
  • Englisch
  • La Vergne
  • |
  • USA
978-1-64250-563-4 (9781642505634)
weitere Ausgaben werden ermittelt

Melina Palmer is founder and CEO of The Brainy Business, which provides behavioral economics consulting to businesses of all sizes from around the world. Her podcast, The Brainy Business: Understanding the Psychology of Why People Buy, has downloads in over 160 countries and is used as a resource for teaching applied behavioral economics for many universities and businesses. Melina obtained her bachelor's degree in business administration: marketing and worked in corporate marketing and brand strategy for over a decade before earning her master's in behavioral economics. She has contributed research to the Association for Consumer Research, Filene Research Institute, and runs the Behavioral Economics & Business column for Inc Magazine. She will begin teaching applied behavioral economics through the Texas A&M Human Behavior Lab in fall 2020 and her first book on the subject is scheduled for publication in April 2021.

  • Intro
  • Copyright
  • Table of Contents
  • Foreword
  • How the Brain (and This Book) Work
  • Unlocking the Secrets of the Brain
  • Businesses and Brands
  • Important Brain Stuff
  • How to Use This Book
  • Concepts
  • Framing
  • Priming
  • Anchoring and Adjustment
  • Relativity
  • Loss Aversion
  • Scarcity
  • Herding
  • Social Proof
  • NUDGES and Choice Architecture
  • Paradox of Choice
  • Partitioning
  • Pain of Paying
  • Surprise and Delight
  • Peak-End Rule
  • Habits
  • Reciprocity
  • How to Use This Stuff
  • Behavioral Baking
  • The Truth About Pricing
  • How to Sell More of the Right Stuff
  • A Series of Small Steps
  • May I Take Your Order?
  • What Problem Are You Solving?
  • The Power of Novelty and Story
  • Test, Test, Test
  • Don't Get Stuck
  • The Forces Against You
  • Who Am I To.?
  • Afterword
  • Acknowledgements
  • Notes
  • About the Author

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