Melina Palmer – What Your Customer Wants and Can’t Tell You
English | eBook | Size: 5.08 MB
Melina Palmer – What Your Customer Wants and Can’t Tell You: Unlocking Consumer Decisions with the Science of Behavioral Economics
Why do people buy? A behavioral economist explains the science of consumer behavior in “the most important business book to come out in years” (Michael F. Schein, author and columnist for Inc., Forbes, and Psychology Today).
What Your Customer Wants and Can’t Tell You explains the neuroscience of consumer behavior. Learn exactly why people buy–and how to use that knowledge to improve pricing, increase sales, create better “brain-friendly” brand messaging, and be a more effective leader.
Behavioral economics is the marketing research future of brands and business. This book goes beyond an academic understanding of behavioral economics and into practical applications. Learn how real businesses and business professionals can use science to make their companies better. Business owner, consultant, and behavioral economics expert Melina Palmer helps leaders like you use the psychology of the consumer, innovation, and truly impactful branding to achieve real, bottom-line benefits.
* Discover information and tools you can actually use to influence consumers
* Go beyond data science and learn how the consumer brain works
* Dramatically improve your effectiveness as a leader and marketer
* Real-world examples that bring a concept to life and make it stick
* Ideas to help you with problem solving for your business
* Ways to hack your brain into coming up with innovative programs, products, and initiatives
“A stand-out guide for anyone fascinated by customer behavior and the science of decision-making.” –Madeline Quinlan, cofounder of Salient Behavioral Consultants
Contents:
Foreword
Part I – How the Brain (and This Book) Work
1 Unlocking the Secrets of the Brain
2 Businesses and Brands
3 Important Brain Stuff
4 How to Use This Book
Part II – Concepts
5 Framing
6 Priming
7 Anchoring and Adjustment
8 Relativity
9 Loss Aversion
10 Scarcity
11 Herding
12 Social Proof
13 NUDGES and Choice Architecture
14 Paradox of Choice
15 Partitioning
16 Pain of Paying
17 Surprise and Delight
18 Peak-End Rule
19 Habits
20 Reciprocity
Part III – How to Use This Stuff
21 Behavioral Baking
22 The Truth About Pricing
23 How to Sell More of the Right Stuff
24 A Series of Small Steps
25 May I Take Your Order?
26 What Problem Are You Solving
27 The Power of Novelty and Story
28 Test, Test, Test
Part IV – Don’t Get Stuck
29 The Forces Against You
30 Who Am I To…?
Afterword
Acknowledgments
Notes
About the Author
Format: EPUB
Length: 331 pages
Published: 2021 by Mango Media
ISBN: 1642505633
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