Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive ResponsesKogan Page Publishers, 2022 M08 3 - 288 páginas WINNER: 2023 American Marketing Association Foundation Leonard L. Berry Marketing Book Award |
Contenido
1 | |
01 Emotional and rational elements in decision making | 5 |
02 Conveying customer benefits through loss aversion and the endowment effect | 19 |
03 Creating urgency and exclusivity through the scarcity principle | 32 |
04 The reciprocity principle and the marketing value of give to get | 47 |
harnessing the power of people like us and the people we like | 60 |
increasing consumer involvement and engagement | 75 |
harnessing the human need for control | 90 |
how to use inertia to get things moving | 149 |
making people see things your way | 165 |
13 Increasing action through automatic compliance triggers and reasons | 182 |
14 Maximizing the impact of your marketing copy and language | 197 |
15 Increasing desirability through triggering availability bias | 216 |
16 Creating standout marketing communications through context rewards and unpredictability | 232 |
17 Temporal landmarks and temporal discountingthe effects of time on behavior | 248 |
Conclusion | 264 |
08 Encouraging sales and loyalty through the consistency principle and the Zeigarnik effect | 105 |
prompting consumers to take action through curiosity and the need to know | 121 |
10 Tapping into the authority principle to stand out and prompt responses | 135 |
Otras ediciones - Ver todas
Using Behavioral Science in Marketing: Understand Your Customers to Drive ... Nancy Harhut Sin vista previa disponible - 2022 |
Using Behavioral Science in Marketing: Understand Your Customers to Drive ... Nancy Harhut Sin vista previa disponible - 2022 |