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Podcast: New Books in Business, Management, and Marketing
Episode: Nancy Harhut, "Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses" (Kogan Page, 2022)
Description: Behavioral science recognizes that human beings aren’t so much pro-active decision-makers as they are people seeking to take short-cuts and operate in default mode to save mental energy. This book covers a range of behavioral science principles and biases, applied in this case in terms of six emotional markets: a desire for Self-Expression, Exploration, Interpersonal (relationships), dedication to Causes and Nurturing, while also seeking Affirmation. In Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses (Kogan Page, 2022), Nancy Harhut takes on the challenge of illustrating in each case one or two behavi...