Join getAbstract to access the summary!

Hacking the Human Mind

Join getAbstract to access the summary!

Hacking the Human Mind

The behavioral science secrets behind 17 of the world’s best brands

Harriman House,

15 min read
8 take-aways
Audio & text

What's inside?

Behavioral science experts detail the subconscious factors influencing buying behavior.

  • 0.5×
  • 0.75×
  • 1×
  • 1.25×
  • 1.5×
  • 1.75×
1×

Editorial Rating

8

getAbstract Rating

  • Analytical
  • Scientific
  • Engaging

Recommendation

Behavioral science experts Richard Shotton and MichaelAaron Flicker urge you to embrace evidence-based marketing methods. Apply behavioral science principles to your brand’s advantage by leveraging proven tactics and strategies from leading brands. From manufacturing “perceived scarcity” to using buying cues to close “intention-to-action gaps,” Shotton and Flicker give marketers and anyone building a brand an arsenal of winning tactics. They provide insight into the subconscious biases and mental shortcuts influencing human decision-making.

Summary

Marketers should rely on proven behavioral science insights.

To win audiences, ensure the resources you invest in marketing trigger the consumer behavior you desire. Successful marketers study behavioral science — an interdisciplinary field drawing from peer-reviewed research in psychology, economics, neuroscience, and sociology. Achieving your desired results requires understanding why people make the choices they do. As psychologist Susan Fiske explains, people often rely on hardwired mental shortcuts to conserve cognitive energy when making decisions, prompting Fiske to refer to humans as “cognitive misers.”

By studying subconscious decision-making processes and the systemic error and biases influencing decision-making, marketers and those tasked with building their brands bring human nature into their campaigns to positive effect. Many businesses rely on instinct or “marketing magic” when making decisions. Investing marketing dollars into research-backed tactics proves a more effective strategy. The benefits of leveraging behavioral science insights include gaining a more clear understanding of the truth behind&#...

About the Authors

Richard Shotton is the best-selling author of The Choice Factory and The Illusion of Choice. MichaelAaron Flicker is the founder and CEO of the brand incubator firm XenoPsi Ventures. Flicker and Shotton co-founded the Consumer Behavior Lab.

Comment on this summary