August 2022
Beginner
288 pages
8h 15m
English
Content preview from Using Behavioral Science in Marketing
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Increasing action through automatic compliance triggers and reasons
Behavioral scientists have shown that people are more likely to comply with a request if it’s accompanied by a reason. Marketers, therefore, should include the reason why their customers should respond to their messages, even if you think it’s obvious. Marketers can also tap into other triggers involving both language and graphics to automatically prompt a particular response in people.
Do you know why focus groups can’t always be trusted? Because people will tell you why they would or would not buy a product, or why they would or would not respond to an ad, but they will often give you the wrong information. Not wrong as in deliberately mislead you. It’s not as if they ...
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