Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses
Original price was: $41.99.$36.99Current price is: $36.99.
Price: $41.99 - $36.99
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WINNER: 2023 American Marketing Association Foundation Leonard L. Berry Marketing Book Award
WINNER: 2024 Axiom Business Book Awards – Silver Medal in Advertising / Marketing / PR
WINNER: 2023 Chanticleer International Book Awards, Harvey Chute Grand Prize Winner – Non-Fiction Business & Enterprise
WINNER: National Indie Excellence Awards 2023 – Marketing & Public Relations
SHORTLISTED: Business Book Awards 2023 – Smart Thinking
FINALIST: Next Generation Indie Book Awards 2023 – Business
FINALIST: American Book Fest Best Book Award 2023 – Marketing & Advertising
WINNER: Readers’ Favorite Book Awards 2023 – Gold Medal in Non-Fiction – Marketing
WINNER: NYC Big Book Award 2023 – Marketing & Public Relations
Increase engagement, response rates and the ROI of marketing initiatives with this step-by-step guide to harnessing hardwired consumer behavior and instinctive responses.
Using Behavioral Science in Marketing shows how to apply behavioral science principles in key areas of marketing, including marketing communications, email, direct mail and ad campaigns, social media marketing and sales funnel conversion strategies. Highly practical and accessible, it includes case studies and examples from AT&T, Apple, Spotify and The Wall Street Journal showing how these approaches have been used in practice.
Using Behavioral Science in Marketing also reveals how to increase consumer involvement and engagement, convey exclusivity and desirability, and prompt customer action and loyalty with scientifically proven principles such as autonomy bias, storytelling, and the Von Restorff effect.
Featuring common mistakes to avoid and key takeaways at the end of each chapter, it’s also accompanied by downloadable checklists and an interactive template to use in practice. In a highly competitive space, where even an incremental advantage can result in significant uplifts, this is a crucial resource to create stand out and successful marketing-especially for marketers in highly regulated or highly competitive environments.
From the Publisher
![Ann Handley: Reveal[s] all the secrets, biases & weird brain science fueling human decisions](https://m.media-amazon.com/images/S/aplus-media-library-service-media/e797f6a4-6ca4-42d5-9986-21ddec077be2.__CR0,0,2021,625_PT0_SX970_V1___.jpg)
Publisher : Kogan Page; 1st edition (August 30, 2022)
Language : English
Paperback : 288 pages
ISBN-10 : 1398606480
ISBN-13 : 978-1398606487
Item Weight : 1.3 pounds
Dimensions : 6.14 x 0.63 x 9.21 inches
Customers say
Customers find the book insightful, informative, and thorough. They describe it as a fantastic, well-written, and easy read. Readers also mention it’s easy to understand and apply.
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12 reviews for Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses
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Original price was: $41.99.$36.99Current price is: $36.99.
Jessica –
Highly Recommend
Using Behavioral Science in Marketing by Nancy Harhut, translates behavioral science principles into actionable marketing strategies in an engaging and easy-to-understand way. I particularly appreciated the well-organized layout and the clear key takeaways.Reading it felt like attending a marketing conferenceâpacked with insights and making me eager to apply these principles. I even squeezed in some reading time on vacation; it was that compelling.Highly recommend for marketers or sales leaders looking to subtly but effectively influence customer behavior. This is a great read that will be staying on my desk for easy referencing
P. Roden –
Loaded with not only useful marketing tips, but a master class in storytelling and infotainment.
I bought the book after listening to the author on a podcast. This book is packed full of marketing ideasâbut itâs also a joy to read. She tells memorably insightful stories, backs up concepts with research, and shares gems from a vast array of others in the field.I am putting this book to work already in my business and only halfway through!You just hope your competitors donât get their hands on it.
Amazon Customer –
Actionable, Interesting, Insightful, and Awesome
As a life-long, passionate marketer who enjoys staying current with the latest marketing/branding/communications trends, best practices, and perspectives I have read so many marketing books over the years. I can genuinely say that this book is right up there as one of the very best marketing books I have read during my 20+ years in advertising and marketing.I am fascinated with the role psychology, emotions, and behaviorial sciences play in marketing and decision making. This awesome book is so actionable, incredibly interesting, insightful, and awesome. I always looked forward to reading it at lunch and in bed at night.After just the first couple of chapters, I was already implementing concepts into my agency’s marketing messaging and executions. This book is also equal parts marketing book and handbook; as I will keep it handy and keep refering to this valuable handbook itself and all my margin notes throughout.I could not recommend this book more!
Amy R. Hourigan –
A must-read for marketers and copywriters
As a copywriter and experienced marketing professional, Iâm always looking for insight into what makes people tick so that I can get better results at work. Behavioral science is a great way to understand why people do what we do. Because sheâs a marketer as well as a behavioral science scholar, Nancy really delivers the goods. After hearing her speak at a few conferences and following her on social media, I was hungry for more of her advice, so I bought her book. I wasnât disappointed. “Using Behavioral Science in Marketing” demonstrates how to get people to take action, but also explains the science behind the recommendations, which makes the information really sink in. (You can also use what you learn to modify your own behavior.) Whether youâre new to marketing or a seasoned pro, you wonât be disappointed with this book. I canât even keep it on my shelf because colleagues keep borrowing it.
Evelyn J. Starr –
Up your marketing message game 1000%
If you craft marketing messages and feel like you start from scratch each time, this book is for you. In 17 short chapters, Nancy Harhut explains the science behind 20+ key drivers of customer behavior. Her conversational language makes the book an easy read. This book will serve as a regular reference, helping me choose the most appropriate approach for each marketing message and making it so I don’t feel like I am brainstorming randomly. What a time and energy saver!
matthew elias –
Sophisticated Yet Accessible Marketing Book!
This book is a fantastic read – as a one-woman show in my small floristry business, I often struggle to put in my marketing hat because Iâm overwhelmed at all the things Iâm supposed to be doing, and I donât know how to market without feeling super sales-y. This book made me think of marketing as the science it is – and when I focus on human behavior and specifically all these insights Harhut has gathered here for us – it feels more intuitive and approachable. It left me feeling empowered and also just more interested in the marketing process than I was before.
Lisa Farrell –
Thought provoking and actionable
I’ve seen Nancy speak at various marketing events and knew I had to read this book. It is wonderful! She explains the “why” behind the things we do in marketing, what psychology is at play with various tactics, and gives specific examples and case studies. Each chapter gives you something to think about – and a few actionable suggestions you can try out. I can’t recommend it enough.
Omayma Elshishini –
This book has been a constant reference for me. Each time I revisit it, new insights seem to just click into place.
Jarom –
Ich war im ersten Moment etwas skeptisch, ob mich das Buch tatsächlich begeistern kann, da mir die Autorin nicht bekannt war und das Buch auch nicht mega viele Bewertungen hat. Trotzdem wollte ich es probieren, da mich der Titel sehr ansprach – genau was ich suchte. Meine Angst war trotzdem, dass der vielversprechende Titel und der Untertitel leider nur leere Worte waren und mich der tatsächliche Inhalt enttäuschen würde. Tja, weit gefehlt.Schon nach den ersten Seiten wusste ich, dass ich von diesem wissenschaftlich fundierten Buch sehr viel lernen würde. Ich kann euch nicht sagen, wie begeistert ich war und immer noch bin. Das Buch ist inhaltlich so gehaltvoll und praxisnah – ich war hin und weg. Hier wird jeder zum absoluten Marketingexperten und die, die es schon sind oder sich so bezeichnen würden, können trotzdem noch viel lernen. Da bin ich mir zu 100% sicher. Das Tolle sind aber nicht nur die Inhalte an sich, sondern wie sie von der Autorin erklärt werden. Ãberall gibt es kleine Anekdoten und Erfahrungen aus dem Leben von Nancy Harhut, der Autorin, oder Geschichten über Kundenprojekte, die inhaltlich zum jeweiligen Thema der Kapitel passen. Dazu werden die wissenschaftlichen Hintergründe erklärt, wodurch man viel über die menschliche Psychologie lernen kann. AuÃerdem gibt es etliche Zusammenfassungen und kleine Boxen, in denen besonders wichtige Sachverhalte erklärt oder wiederholt werden. Man merkt, wie viel Arbeit und jahrelanges Wissen in dieses Buch geflossen ist und es wär eine Verschwendung, es nicht für sich zu nutzen. Ich empfehle es jedem, der sich für Marketing und, oder Wirtschaftspsychologie interessiert und keine Probleme damit hat, ein englisches Fachbuch zu lesen.5/5 Sternen!!!
amita singh –
My only regret is not buying this sooner! It brings together two areas of interest for me, marketing and the psychology of human behaviour. Itâs easy to digest but not too simplistic that I think âwell I already know thisâ. My business isnât actually marketing but this is key info for most people in the professional world and will benefit a wide audience
CP –
My objective was to find a book with a science-based approach to marketing. This is a wonderfully clear and readable tool, including lots of actionable take-aways. I really appreciate how this was written as a tool for busy people who want to take action.
Ruth Dale –
This book is a must read for all marketers. I am a huge fan of using behavioural science in marketing. It elevates the work and brings in a sense of experimentation but also focus. Nancy brings it all together in an easy to read, but hugely relevant book that will remain on my desk with arms reach at all times. Esp relevant for non-profit.