August 2022
Beginner
288 pages
8h 15m
English
Content preview from Using Behavioral Science in Marketing
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Autonomy bias: harnessing the human need for control
Humans have an innate desire to be in control of themselves and their surroundings. Marketers who can give their customers some sense of control, including the opportunity to co-create or to make choices, will appeal to those customers. However, providing too much choice, or providing choices that are not easily distinguishable from one another, can put off customers and produce a negative effect on response.
While writing this chapter I developed an earworm. You know what I mean, one of those songs that gets stuck in your head and just stays on repeat, as if it were playing on a vintage ’80s record player with the arm set in the perpetual replay position.
The song in question is the classic ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.