The Business of Choice: Marketing to Consumers' Instincts: Marketing to Consumers' Instincts (Paperback) - Softcover

Über die Autorin bzw. den Autor

Matthew Willcox is Founder and Executive Director of the Institute of Decision Making, which is part of FCB, a global and fully integrated marketing communications company within the Interpublic Group of Companies, IPG. The Institute of Decision Making is a unique offering, charged with bringing the findings from scientists who study human behavior and how people make choices into the practice of marketing for their clients. Matthew is also Chief Strategy Officer of FCB West. He has more than 25 years of brand strategy experience throughout Europe, Asia, and North America. Over that time he has helped organizations such as Levi Strauss and Co., Electronic Arts, Hilton Worldwide, Unilever, Nestle, Shell, GlaxoSmith-Kline, and American Express get their products chosen. In the process, he has helped his clients win eight Effie awards for effective communication. He has acted as a subject matter expert on behavior change for the Food and Drug Administration and is a frequent speaker at business schools and at mareting and communication events, including the Cannes Lions in 2010, 2011, and 2013.   Matthew brings a global perspective to observing behavior. He is based in San Francisco, has worked in both London and Bangkok with Ogilvy & Mather, grew up in Ireland, and is married to an Italian.

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Today, your customers face more choices, through more channels, in a world that seems to move faster then ever. To successfully influence those choices, marketers need to understand how humans choose.

The work of thousands of decision science researchers around the world seeks to provide the answers to this. In The Business of Choice, Matthew Willcox makes sense of the science and helps you apply it to your own marketing and brand strategies.

Willcox illuminates how the brain’s decision-making systems have been evolving for millions of years, and how they shape consumer choices about everything from toothpaste to clothing to smartphones and retirement plans. You’ll discover how, even if the choices people make sometimes seem irrational, they make sense when seen through the lens of human nature. You’ll see how understanding this and aligning your products and brands with the way humans naturally decide is the key to making your brand or business a natural choice.

LEVERAGE THE LATEST FINDINGS FROM BEHAVIORAL SCIENCE
How advances in the behavioral sciences can reshape your approach to marketing and brand strategy

MAKE IT EASY—FOR MIND AND BODY
Appeal to humans’ deep innate desire to conserve physical and mental energy

PUT THE NON-CONSCIOUS MENTAL SHORTCUTS THAT PEOPLE USE TO WORK FOR YOU
See how familiarity, sequencing, context, comparison, and affirmation can make people’s decision to choose your product intuitive

RETHINK YOUR RESEARCH FOR GREATER ACCURACY AND EFFECTIVENESS
Understand consumers’ behavior even when they can’t tell you what they’ll do (or why they’ll do it)

“The insights that Matthew brings about how we really make choices are interesting and relevant to anyone working in marketing or selling, but are even more astonishing and invaluable to anyone with the remotest curiosity about the human condition.”
—Alan Jope, President, Personal Care, Unilever

“Understanding how it is that human beings make choices—the complexity of inputs, the  evolutionary success factors, and the cognitive processes—makes for fascinating subject matter. Matthew’s experience in advertising and his understanding of the science of decision making come together here to make for an insightful and incredibly useful tool.”
—Jennifer Sey, Global CMO, Levi’s, and author of Chalked Up

“How we human beings make decisions is complex and fascinating, and nobody brings it to life quite like Matthew Willcox. His deep knowledge and practical insights are invaluable, not just for marketers, but for anyone in the business of understanding and influencing decisions. And that’s everyone in business.”
—Matt Williams, CEO, The Martin Agency

“Matthew Willcox bridges the practical and academic worlds of marketing better than anyone I know. In The Business of Choice, he lucidly explains what marketing practitioners can learn from marketing academics—and vice-versa—and makes an excellent case for strengthening the ties between the two disciplines. The result is a fascinating and charming read.”
—Adam Alter, Associate Professor of Marketing, NYU Stern School of Business, and New York Times best-selling author of Drunk Tank Pink: And Other Unexpected Forces That Shape How We Think, Feel, and Behave

“The Business of Choice shines a light on the deep human truths that have driven behavior for millions of years. Incorporate these into your marketing, and the chances are you will be tapping into something truly fundamental for your brand.”
—James Hallatt, Global Head Oral Health Category, GSK Consumer Healthcare

“There are many great reasons to choose this book, all of which you’ll understand better by the time you get to the end of it.”
—Mark Barden, Partner, eatbigfish, and author of A Beautiful Constraint