The Business of Choice: Marketing to Consumers’ Instincts

16. Think Differently about How You Work

Marketers can employ an understanding of decision making to their decisions as marketers.

Most of what The Business of Choice has suggested so far is how an understanding of the non-conscious mechanisms that people use to make choices can be helpful to marketers trying to influence those choices. However, this is the point where I shift the focus of the investigation...to me and you.

The cognitive mechanisms discussed in this book are used by all of us—mostly, as we’ve seen, to make quick and efficient decisions that are good enough most of the time. However, sometimes our choices will be revealed to have not had the results we or our organizations desire, whether that is victory in the marketplace or ...