Hacking the Human Mind

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&#...