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Full Description
Awarded Bronze Medal in the Advertising / Marketing / PR / Event Planning category of the 2021 Axiom Business Book Awards.
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.
Contents
Chapter 1. The Business of Choice
Chapter 2. The Ever-Advancing Science of Choice
Chapter 3. The Natural History of Choice
Chapter 4. Shortcuts Versus Analysis—Ignoring Is Decisional Bliss
Chapter 5. Getting Familiar
Chapter 6. Thanks for Sharing (Whether You Meant to or Not)
Chapter 7. Now, and the Future—Different Places with Different Rules
Chapter 8. Loss and Ownership
Chapter 9. Make People Feel Smart, Attractive—or Even Lucky
Chapter 10. Make It Easy—For the Mind and the Body
Chapter 11. Never Be Above Comparison
Chapter 12. If Content Is King, Context Is Queen
Chapter 13. Same and Different; Nature and Nurture
Chapter 14. The Power of Affirmation
Chapter 15. Think Differently about Market Research
Chapter 16. Think Differently about How You Work
Chapter 17. Choosing Without Choosing—Artificial Intelligence and Choice
