Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses

Front Cover
Kogan Page Publishers, Aug 3, 2022 - Business & Economics - 288 pages

WINNER: 2023 American Marketing Association Foundation Leonard L. Berry Marketing Book Award
WINNER: 2024 Axiom Business Book Awards - Silver Medal in Advertising / Marketing / PR
WINNER: National Indie Excellence Awards 2023 - Marketing & Public Relations
WINNER: Readers' Favorite Book Awards 2023 - Gold Medal in Non-Fiction - Marketing
WINNER: NYC Big Book Award 2023 - Marketing & Public Relations
WINNER: 2023 Chanticleer International Book Awards, Harvey Chute Grand Prize Winner - Non-Fiction Business & Enterprise
FINALIST: Next Generation Indie Book Awards 2023 - Business
FINALIST: American Book Fest Best Book Award 2023 - Marketing & Advertising
SHORTLISTED: Business Book Awards 2023 - Smart Thinking

Increase engagement, response rates and the ROI of marketing initiatives with this step-by-step guide to harnessing hardwired consumer behavior and instinctive responses.

Using Behavioral Science in Marketing shows how to apply behavioral science principles in key areas of marketing, including marketing communications, email, direct mail and ad campaigns, social media marketing and sales funnel conversion strategies. Highly practical and accessible, it includes case studies and examples from AT&T, Apple, Spotify and The Wall Street Journal showing how these approaches have been used in practice.

Using Behavioral Science in Marketing also reveals how to increase consumer involvement and engagement, convey exclusivity and desirability, and prompt customer action and loyalty with scientifically proven principles such as autonomy bias, storytelling, and the Von Restorff effect.
Featuring common mistakes to avoid and key takeaways at the end of each chapter, it's also accompanied by downloadable checklists and an interactive template to use in practice. In a highly competitive space, where even an incremental advantage can result in significant uplifts, this is a crucial resource to create stand out and successful marketing-especially for marketers in highly regulated or highly competitive environments.

 

Selected pages

Contents

Introduction
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
Index
266
Copyright

Other editions - View all

Using Behavioral Science in Marketing: Understand Your Customers to Drive ...
Nancy Harhut
No preview available - 2022
Using Behavioral Science in Marketing: Understand Your Customers to Drive ...
Nancy Harhut
No preview available - 2022

Common terms and phrases

action agency archived asked audience autonomy bias availability bias availability heuristic behavioral science Behavioral scientists benefits Blog brain brand campaign Chapter choice architecture choose Cialdini client commitment and consistency create creative credit card customers and prospects Dan Ariely decisions default direct marketing emotional endowment effect example experiment feel financial advisors framing fundraising gap theory hardwired human impact included increase influence keY tAkeAwAYS label look loss aversion marketing copy marketing messages mirror neurons motivate Neuromarketing offer options percent person product or service prompt purchase reason refer researchers found response Restorff Effect result Robert Cialdini sell social media social proof someone status quo bias story subject line target temporal discounting temporal landmarks things trigger Von Restorff Effect words Worldata Zeigarnik Effect

About the author (2022)

Nancy Harhut is Co-Founder and Chief Creative Officer at HBT Marketing, a consultancy which specializes in applying human behavior techniques in marketing and whose clients include H&R Block, AARP and Transamerica. Based in Boston, Massachusetts, she previously held senior creative management positions with agencies within the IPG and Publicis networks, where she worked with clients including Dell, Bank of America and AT&T. A regular international conference keynoter, she has been recognized as an Online Marketing Institute Top 40 Digital Strategist and Ad Club Top 100 Creative Influencer.

Bibliographic information

TitleUsing Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses
AuthorNancy Harhut
PublisherKogan Page Publishers, 2022
ISBN1398606677, 9781398606678
Length288 pages
Subjects ›  › 

Business & Economics / Consumer Behavior
Business & Economics / E-Commerce / Digital Marketing
Business & Economics / E-Commerce / Search Engine Optimization
Business & Economics / Economics / Social & Behavioral
Business & Economics / Sales & Selling / General
Business & Economics / Sales & Selling / Management
  
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