Hacking The Human Mind

BEHAVIORAL SCIENCE LESSONS FROM THE BEST All marketers aim to learn from the best. But how do you identify the tactics responsible for a company's success? A stab in the dark? Here's where behavioral science can help - because unlike much of marketing theory, it has a solid evidence base. Spot the behavioral biases, and you can understand why a tactic works. Get a Behavioral Superboost Brands can be mystifyingly successful. Why are customers happy to pay a premium for things that should be free, like water; things that should be cheap, like milk; and things that would do the same job at half the price, like vacuum cleaners? In Hacking The Human Mind, we identify the behavioral-based approaches that helped take 17 leading brands to the top. So you can learn from the winners and power-up your marketing. ________________________________ WHAT PEOPLE SAY about THE ILLUSION OF CHOICE and THE CHOICE FACTORY "Marketers are likely to be enriched intellectually and commercially by this book, which offers a trove of useful insights that are both grounded in scientific research and presented compellingly." - ROBERT CIALDINI, Author of Influence and Pre-suasion "This book will make you better at your job. If you're trying to get your head around behavioral science, or how to apply it, look no further - Shotton has done all the hard work for you." - JONAH BERGER, Author of Contagious "No one should be allowed near a layout pad or a keyboard until they have read this book. It is an antidote to the tediously direct and transactional nature of much of modern marketing." - RORY SUTHERLAND, Author of Alchemy, Vice-chairman of Ogilvy "Explains lesser-known research in an easy-to-read manner to give consumers and businesses insights into how products persuade." - NIR EYAL, Author, Hooked