August 2022
Beginner
288 pages
8h 15m
English
Content preview from Using Behavioral Science in Marketing
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Choice architecture and status quo bias: how to use inertia to get things moving
People prefer the status quo to exerting the energy to act. This can sound like dismal news to a marketer unless that marketer uses Status Quo Bias to their advantage, presenting the desired behaviors as the default or the path of least resistance. By thoughtfully architecting choices, marketers can use the predilection for inaction to actually drive action.
So far, if you’ve been reading each chapter of this book in succession, you’ve discovered a number of ways to influence your customers and prospects. You’ve seen the important role that emotion plays when people make either a B2B or a B2C buying decision (Chapter 1). You’ve seen that some motivating emotions ...
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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.