The Business of Choice: Marketing to Consumers' Instincts
Whether your objective is to grow a brand or promote healthy behaviors, you need a deep understanding of how humans intuitively make choices using cognitive mechanisms that have evolved over millions of years. Marketing is about influencing consumers' decisions, and the more you understand about human nature, the more successful you'll be. Fortunately, dramatic recent advances in neuroscience, evolutionary biology, and the behavioral and social sciences are revolutionizing the way we understand human decision-making. The Business of Choice doesn't just reveal what's been learned: it shows how to use these insights to make your brand or behavior the most instinctive, intuitive, and easiest choice.
Authored by Matthew Willcox, founder and executive director of Draft FCB's pioneering Institute of Decision Making, The Business of Choice shows you: