Using behavioral science in marketing: drive customer action and loyalty by prompting instinctive responses
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Kogan Page
2022
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xiv, 272 Seiten Illustrationen, Diagramme |
| ISBN: | 9781398606487 9781398606685 |
Internformat
MARC
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Datensatz im Suchindex
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CONTENTS Acknowledgments xiii About the author xv Introduction i 01 Emotional and rational elements in decision making 5 People decide based on emotional reasons—even really smart people, even in B2B 6 In both B2C and B2B, your goal is to create an emotional connection in your marketing 11 The role of rational selling points in your marketing 15 References 18 02 Conveying customer benefits through loss aversion and the endowment effect 19 Is there anything better than benefits? Consider loss aversion 20 Combine the endowment effect with loss aversion to trigger behavior 27 References 31 03 Creating urgency and exclusivity through the scarcity principle 32 Scarcity is a powerful driver of behavior 33 Urgency prompts people to take quick action 34 Never underestimate the psychological appeal of exclusivity 38 References 45 04 The reciprocity principle and the marketing value of give to get 47 Reciprocity is a hardwired human behavior 48 How savvy marketers employ the reciprocity principle 51 References 59
x CONTENTS 05 Social proof: harnessing the power of people like us, and the people we like 60 Relying on social proof is a very common decision-making shortcut 62 Your customers will imitate people like themselves, and also people whom they like 70 References 73 06 Storytelling: increasing consumer involvement and engagement 75 Stories can be magically persuasive for marketers—and science shows us why 77 References 88 07 Autonomy bias: harnessing the human need for control 90 Autonomy bias is one of the most powerful drivers of human behavior 91 References 103 08 Encouraging sales and loyalty through the consistency principle and the Zeigarnik effect 1O5 Commitment and consistency bias strongly influences a person’s behavior 106 Zeigarnik effect: how marketers can harness the need for completion 116 References 119 09 Information gap theory: prompting consumers to take action through curiosity and the need to know 121 Information gap theory is a natural driver of behavior 123 Novelty as a complement to information-gap theory 128 References 133 10 Tapping into the authority principle to stand out and prompt responses 135 People can feel compelled to respect and respond to authorities 136 References 148
CONTENTS 11 Choice architecture and status quo bias: how to use inertia to get things moving 149 Choice architecture can exert a strong influence on how people decide 150 References 163 12 Labeling and framing: making people see things your way 165 Labeling can help marketers direct their prospects to the desired action 166 Framing can change people’s perceptions and behaviors 172 References 180 13 Increasing action through automatic compliance triggers and reasons 182 Marketers can prompt response by offering the reason why 184 Five more ways to appeal to the automatic ways your customers make decisions 189 References 195 14 Maximizing the impact of your marketing copy and language 197 Rhyme as reason effect can prompt an automatic assumption that is quite helpful to marketers 198 Literary devices that aid marketing copy and language 206 References 214 15 Increasing desirability through triggering availability bias 216 Triggering availability bias can pave the path for easier sales 218 References 230 16 Creating stand-out marketing communications through context, rewards and unpredictability 232 Marketing that stands out from what’s around it will get noticed and remembered 234 Make your message stand out using surprise and uncertain rewards 241 References 247 X¡
xii CONTENTS 17 Temporal landmarks and temporal discounting—the effects of time on behavior 248 People are more likely to take action when they encounter a temporal landmark 249 People put off behaviors when they perceive the payoff to be too distant 254 References 263 Conclusion 264 Index 266 |
| adam_txt |
CONTENTS Acknowledgments xiii About the author xv Introduction i 01 Emotional and rational elements in decision making 5 People decide based on emotional reasons—even really smart people, even in B2B 6 In both B2C and B2B, your goal is to create an emotional connection in your marketing 11 The role of rational selling points in your marketing 15 References 18 02 Conveying customer benefits through loss aversion and the endowment effect 19 Is there anything better than benefits? Consider loss aversion 20 Combine the endowment effect with loss aversion to trigger behavior 27 References 31 03 Creating urgency and exclusivity through the scarcity principle 32 Scarcity is a powerful driver of behavior 33 Urgency prompts people to take quick action 34 Never underestimate the psychological appeal of exclusivity 38 References 45 04 The reciprocity principle and the marketing value of give to get 47 Reciprocity is a hardwired human behavior 48 How savvy marketers employ the reciprocity principle 51 References 59
x CONTENTS 05 Social proof: harnessing the power of people like us, and the people we like 60 Relying on social proof is a very common decision-making shortcut 62 Your customers will imitate people like themselves, and also people whom they like 70 References 73 06 Storytelling: increasing consumer involvement and engagement 75 Stories can be magically persuasive for marketers—and science shows us why 77 References 88 07 Autonomy bias: harnessing the human need for control 90 Autonomy bias is one of the most powerful drivers of human behavior 91 References 103 08 Encouraging sales and loyalty through the consistency principle and the Zeigarnik effect 1O5 Commitment and consistency bias strongly influences a person’s behavior 106 Zeigarnik effect: how marketers can harness the need for completion 116 References 119 09 Information gap theory: prompting consumers to take action through curiosity and the need to know 121 Information gap theory is a natural driver of behavior 123 Novelty as a complement to information-gap theory 128 References 133 10 Tapping into the authority principle to stand out and prompt responses 135 People can feel compelled to respect and respond to authorities 136 References 148
CONTENTS 11 Choice architecture and status quo bias: how to use inertia to get things moving 149 Choice architecture can exert a strong influence on how people decide 150 References 163 12 Labeling and framing: making people see things your way 165 Labeling can help marketers direct their prospects to the desired action 166 Framing can change people’s perceptions and behaviors 172 References 180 13 Increasing action through automatic compliance triggers and reasons 182 Marketers can prompt response by offering the reason why 184 Five more ways to appeal to the automatic ways your customers make decisions 189 References 195 14 Maximizing the impact of your marketing copy and language 197 Rhyme as reason effect can prompt an automatic assumption that is quite helpful to marketers 198 Literary devices that aid marketing copy and language 206 References 214 15 Increasing desirability through triggering availability bias 216 Triggering availability bias can pave the path for easier sales 218 References 230 16 Creating stand-out marketing communications through context, rewards and unpredictability 232 Marketing that stands out from what’s around it will get noticed and remembered 234 Make your message stand out using surprise and uncertain rewards 241 References 247 X¡
xii CONTENTS 17 Temporal landmarks and temporal discounting—the effects of time on behavior 248 People are more likely to take action when they encounter a temporal landmark 249 People put off behaviors when they perceive the payoff to be too distant 254 References 263 Conclusion 264 Index 266 |
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| illustrated | Illustrated |
| index_date | 2024-07-03T20:53:07Z |
| indexdate | 2024-10-16T16:00:31Z |
| institution | BVB |
| isbn | 9781398606487 9781398606685 |
| language | English |
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| spelling | Harhut, Nancy Verfasser (DE-588)1282180452 aut Using behavioral science in marketing drive customer action and loyalty by prompting instinctive responses Nancy Harhut London Kogan Page 2022 © 2022 xiv, 272 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Marketing (DE-588)4037589-4 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Verhaltenswissenschaften (DE-588)4133253-2 gnd rswk-swf Marketing (DE-588)4037589-4 s Verbraucherverhalten (DE-588)4062644-1 s Verhaltenswissenschaften (DE-588)4133253-2 s DE-604 Erscheint auch als Online-Ausgabe 978-1-3986-0667-8 Digitalisierung UB Passau - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=033910537&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Harhut, Nancy Using behavioral science in marketing drive customer action and loyalty by prompting instinctive responses Marketing (DE-588)4037589-4 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Verhaltenswissenschaften (DE-588)4133253-2 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4062644-1 (DE-588)4133253-2 |
| title | Using behavioral science in marketing drive customer action and loyalty by prompting instinctive responses |
| title_auth | Using behavioral science in marketing drive customer action and loyalty by prompting instinctive responses |
| title_exact_search | Using behavioral science in marketing drive customer action and loyalty by prompting instinctive responses |
| title_exact_search_txtP | Using behavioral science in marketing drive customer action and loyalty by prompting instinctive responses |
| title_full | Using behavioral science in marketing drive customer action and loyalty by prompting instinctive responses Nancy Harhut |
| title_fullStr | Using behavioral science in marketing drive customer action and loyalty by prompting instinctive responses Nancy Harhut |
| title_full_unstemmed | Using behavioral science in marketing drive customer action and loyalty by prompting instinctive responses Nancy Harhut |
| title_short | Using behavioral science in marketing |
| title_sort | using behavioral science in marketing drive customer action and loyalty by prompting instinctive responses |
| title_sub | drive customer action and loyalty by prompting instinctive responses |
| topic | Marketing (DE-588)4037589-4 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Verhaltenswissenschaften (DE-588)4133253-2 gnd |
| topic_facet | Marketing Verbraucherverhalten Verhaltenswissenschaften |
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