The Business of Choice: Marketing to Consumers’ Instincts

Conclusion

Typically we think of marketing as benefiting marketers and their objectives. But over the last few years, in the process of learning more about how people make choices, I have come to believe that it can do much more than that. Marketing’s next evolution should be to always benefit the people it seeks to influence.

There are obvious areas where marketing can do this—using what has been learned from behavioral science we can design and construct marketing programs that will be more effective at encouraging healthy behaviors, better financial habits, and actions that are good for society and the environment.

However, the benefits shouldn’t stop there. For every choice we seek to influence that is as profound and as important as the ...