The Business of Choice Marketing to Consumers' Instincts (Paperback)

Winner of the 2016 Berry - AMA Book Prize for Best Book in Marketing from the American Marketing Association!

Named Marketing Book of the Year for 2016 by Marketing & Sales Books!

Reshape Consumer Behavior by Making Your Brand the Instinctive, Intuitive, Easy Choice

• Discover powerful new ways to simplify and guide consumer decisions
• Gain actionable insights into social influence, how people plan, and how they interpret the past
• Leverage surprising advances in neuroscience, evolutionary biology, and the behavioral and social sciences

Whatever your marketing or behavioral objective, you’ll be far more successful if you know how humans choose. Human intuitions and cognitive mechanisms have evolved over millions of years, but only now are marketers beginning to understand their impact on people’s decisions. The Business of Choice helps you apply new scientific insights to make your brand or target behavior the easiest, most instinctive choice.

Matthew Willcox integrates the latest research advances with his own extensive enterprise marketing experience at FCB’s Institute of Decision Making. Willcox explains why we humans often seem so irrational, how marketers can leverage the same evolutionary factors that helped humans prosper as a species, how to make decisions simpler for your consumers, and how to make them feel good about their choices, so they keep coming back for more!

Matthew Willcox is Founder and Executive Director of the Institute of Decision Making, which is part of FCB, a global and fully integrated marketing communications company within the Interpublic Group of Companies, IPG. The Institute of Decision Making is a unique offering, charged with bringing the findings from scientists who study human behavior and how people make choices into the practice of marketing for their clients. Matthew is also Chief Strategy Officer of FCB West. He has more than 25 years of brand strategy experience throughout Europe, Asia, and North America. Over that time he has helped organizations such as Levi Strauss and Co., Electronic Arts, Hilton Worldwide, Unilever, Nestle, Shell, GlaxoSmith-Kline, and American Express get their products chosen. In the process, he has helped his clients win eight Effie awards for effective communication. He has acted as a subject matter expert on behavior change for the Food and Drug Administration and is a frequent speaker at business schools and at mareting and communication events, including the Cannes Lions in 2010, 2011, and 2013.

Matthew brings a global perspective to observing behavior. He is based in San Francisco, has worked in both London and Bangkok with Ogilvy & Mather, grew up in Ireland, and is married to an Italian.

Preface     xi

Part I The Business, Science, and Nature of Choice     1
Chapter 1 The Business of Choice     2
Chapter 2 The Ever-Advancing Science of Choice     10
Chapter 3 The Natural History of Choice     22

Part II Getting Practical Today     33
Chapter 4 Shortcuts Versus Analysis—Ignoring Is Decisional Bliss     34
Chapter 5 Getting Familiar     41
Chapter 6 Thanks for Sharing (Whether You Meant to or Not)     53
Chapter 7 Now, and the Future—Different Places with Different Rules     68
Chapter 8 Loss and Ownership     79
Chapter 9 Make People Feel Smart, Attractive—or Even Lucky…     95
Chapter 10 Make It Easy—For the Mind and the Body     105
Chapter 11 Never Be Above Comparison     121
Chapter 12 If Content Is King, Context Is Queen     135
Chapter 13 Same and Different; Nature and Nurture     154
Chapter 14 The Power of Affirmation     172

Part III Looking Forward     179
Chapter 15 Think Differently about Market Research     180
Chapter 16 Think Differently about How You Work     197

Conclusion     208
Appendix Reading List and Resources     210
Index     213

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