Overview

BEHAVIORAL SCIENCE LESSONS FROM THE BEST All marketers aim to learn from the best. But how do you identify the tactics responsible for a company's success? A stab in the dark? Here's where behavioral science can help - because unlike much of marketing theory, it has a solid evidence base. Spot the behavioral biases, and you can understand why a tactic works. Get a Behavioral Superboost Brands can be mystifyingly successful. Why are customers happy to pay a premium for things that should be free, like water; things that should be cheap, like milk; and things that would do the same job at half the price, like vacuum cleaners? In Hacking The Human Mind, we identify the behavioral-based approaches that helped take 17 leading brands to the top. So you can learn from the winners and power-up your marketing. ________________________________ WHAT PEOPLE SAY about THE ILLUSION OF CHOICE and THE CHOICE FACTORY ""Marketers are likely to be enriched intellectually and commercially by this book, which offers a trove of useful insights that are both grounded in scientific research and presented compellingly."" - ROBERT CIALDINI, Author of Influence and Pre-suasion ""This book will make you better at your job. If you're trying to get your head around behavioral science, or how to apply it, look no further - Shotton has done all the hard work for you."" - JONAH BERGER, Author of Contagious ""No one should be allowed near a layout pad or a keyboard until they have read this book. It is an antidote to the tediously direct and transactional nature of much of modern marketing."" - RORY SUTHERLAND, Author of Alchemy, Vice-chairman of Ogilvy ""Explains lesser-known research in an easy-to-read manner to give consumers and businesses insights into how products persuade."" - NIR EYAL, Author, Hooked

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9781804091326

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Reviews

“This is a great book. Practical, generous and insightful.” -- SETH GODIN, 22x bestselling author, entrepreneur and teacher “This is a book for the ages. The authors have ingeniously used behavioural science to reverse-engineer the psychological genius that lies hidden behind many of the world's greatest brands.” -- RORY SUTHERLAND, author of <i>Alchemy</i> “Shotton and Flicker unpack how the smartest brands use behavioral psychology to genuinely shift consumer preference. Clear, engaging, and refreshingly practical, this book belongs in the hands of anyone serious about understanding what truly moves people."" -- NIR EYAL, bestselling author of<i> Hooked: How to Build Habit-Forming Products</i> “Superb marketing is both an art and a science. I know of no better proof than in the engaging and illuminating content of this book, which shows how some of our most successful brands simultaneously mastered each to great effect. It’s a book I couldn’t put down.” -- ROBERT CIALDINI, <i>New York Times</i> bestselling author of <i>Influence</i> “A fascinating look at how today’s top brands have used subtle cues and smart design to draw attention and inspire action. Wonderful mix of rigorous evidence and quirky stories, told in a way that’s clear, practical, and fun to read. Ideas and tactics you can put to work immediately.” -- JONAH BERGER, bestselling author of <i>Contagious</i> and<i> The Catalyst</i>; Professor of Marketing, Wharton School

Superb marketing is both an art and a science. I know of no better proof than in the engaging and illuminating content of this book, which shows how some of our most successful brands simultaneously mastered each to great effect. * Robert Cialdini, New York Times bestselling author, Influence and Pre-Suasion * This is a great book. Practical, generous and insightful. * Seth Godin, 22-time bestselling author, entrepreneur and teacher * Shotton and Flicker unpack how the smartest brands use behavioral psychology to genuinely shift consumer preference. Clear, engaging, and refreshingly practical, this book belongs in the hands of anyone serious about understanding what truly moves people. * Nir Eyal, bestselling author, Hooked: How to Build Habit-Forming Products * This is a book for the ages. The authors have ingeniously used behavioural science to reverse-engineer the psychological genius that lies hidden behind many of the world's greatest brands. * Rory Sutherland, Vice Chairman at Ogilvy, UK, and author, Alchemy * A fascinating look at how today’s top brands have used subtle cues and smart design to draw attention and inspire action. Wonderful mix of rigorous evidence and quirky stories, told in a way that’s clear, practical, and fun to read. Ideas and tactics you can put to work immediately. * Jonah Berger, Professor and bestselling author, Contagious and The Catalyst * Hacking the Human Mind is a double treat: you’ll discover behavioral science through the world’s most iconic brands, and you’ll get insight into those brands’ practices through the basic principles of behavioral science. Shotton and Flicker have crafted a smart, witty, and incredibly useful guide for anyone looking to understand (and influence) humans. I couldn’t put it down. * Ayelet Fishbach, Professor and author, Get It Done * If you want to change human behaviour, you need to understand human behaviour. Read this book and you’re off to a flying start. Behavioural science distilled into simple, easy-to-apply ‘mind hacks’. Not just to retrospectively explain other brands’ success. But much more usefully to help us all pro-actively plan for our brand’s success. * Sarah Carter, Global Planning Partner at adam&eveDDB and co-author, How Not To Plan * If you like your creative inspiration backed up by hard numbers and provable statistics, instead of just empty rhetoric, this is the book for you. * Dave Trott, Creative director and author, Predatory Thinking * Part storytelling, part practical insight, all valuable. Hacking the Human Mind is a must read for every marketer. Enjoy the fun and fascinating stories from your favorite brands, with details of the science-backed reasons behind their success so you can see some of your own. Do yourself a favor and pick up this book before your competition does. * Melina Palmer, CEO, The Brainy Business and author, The Truth About Pricing * Shotton and Flicker pull back the curtain on iconic brands, from Kraft to Amazon Prime, to reveal the psychological principles behind their success. They blend vivid storytelling with cutting-edge research to explain how subtle cues, framing, and behavioral biases influence everyday decisions. Whether you're a marketer, entrepreneur, or just fascinated by what makes people tick, this is your essential guide to turning insight into impact. Hacking the Human Mind is fun, engaging and informative. * Tali Sharot, Professor and author, The Influential Mind *

Author Information

Richard Shotton is the founder of the behavioral science consultancy Astroten. He is also the author of The Choice Factory, a book on applying behavioral science to marketing. It has sold 85,000+ copies, a 4.6 rating on Amazon, and has been translated into 15 languages. It won best sales and marketing book at the 2019 Business Book Awards. His latest book, The Illusion of Choice, was released in March 2023. MichaelAaron is the founder and president of XenoPsi Ventures, a brand incubator firm providing financial, marketing and intellectual capital to a growing portfolio of companies. MichaelAaron has worked with many of the country's leading brands including Nike, JPMorgan Chase & Co, Chubb, AstraZeneca Pharmaceuticals, ACE Insurance and Evan Williams Bourbon. As a thought leader at the intersection of business consulting, advertising, and technology, MichaelAaron is a thought leader regularly writing and speaking at industry events and is regularly featured in publications such as Advertising Age, MediaPost, VentureBeat, and Chief Marketer.

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