Nancy Harhut is Co-Founder and Chief Creative Officer at HBT Marketing, a consultancy which specializes in applying human behavior techniques in marketing and whose clients include H&R Block, AARP and Transamerica. Based in Boston, Massachusetts, she previously held senior creative management positions with agencies within the IPG and Publicis networks, where she worked with clients including Dell, Bank of America and AT&T. A regular international conference keynoter, she has been recognized as an Online Marketing Institute Top 40 Digital Strategist and Ad Club Top 100 Creative Influencer.
Inhaltsangabe
Chapter 01: Emotional and rational elements in decision making; Chapter 02: Conveying customer benefits through loss aversion and the endowment effect; Chapter 03: Achieving urgency and exclusivity through the scarcity principle; Chapter 04: The reciprocity principle and the marketing value of give to get; Chapter 05: Social proof Harnessing the power of people like us, and the people we like; Chapter 06: Storytelling Increasing consumer involvement and engagement; Chapter 07: Autonomy bias Harnessing the human need for control; Chapter 08: Encouraging sales and loyalty through the consistency principle and the Zeigarnik effect; Chapter 09: Information gap theory Prompting consumers to take action through curiosity and the need to know; Chapter 10: Tapping into the authority principle to stand out and prompt responses; Chapter 11: Choice architecture and status quo bias How to use inertia to get things moving; Chapter 12: Labeling and framing Making people see things your way; Chapter 13: Increasing action through automatic compliance triggers and reasons; Chapter 14: Maximizing the impact of your marketing copy and language; Chapter 15: Increasing desirability though triggering availability bias; Chapter 16: Creating stand out marketing communications through context, rewards and unpredictability; Chapter 17: Temporal discounting and temporal landmarks The effects of time on behavior
Chapter - 01: Emotional and rational elements in decision making;
Chapter - 02: Conveying customer benefits through loss aversion and the endowment effect;
Chapter - 03: Achieving urgency and exclusivity through the scarcity principle;
Chapter - 04: The reciprocity principle and the marketing value of give to get;
Chapter - 05: Social proof - Harnessing the power of people like us, and the people we like;
Chapter - 06: Storytelling - Increasing consumer involvement and engagement;
Chapter - 07: Autonomy bias - Harnessing the human need for control;
Chapter - 08: Encouraging sales and loyalty through the consistency principle and the Zeigarnik effect;
Chapter - 09: Information gap theory - Prompting consumers to take action through curiosity and the need to know;
Chapter - 10: Tapping into the authority principle to stand out and prompt responses;
Chapter - 11: Choice architecture and status quo bias - How to use inertia to get things moving;
Chapter - 12: Labeling and framing - Making people see things your way;
Chapter - 13: Increasing action through automatic compliance triggers and reasons;
Chapter - 14: Maximizing the impact of your marketing copy and language;
Chapter - 15: Increasing desirability though triggering availability bias;
Chapter - 16: Creating stand out marketing communications through context, rewards and unpredictability;
Chapter - 17: Temporal discounting and temporal landmarks - The effects of time on behavior
Chapter 01: Emotional and rational elements in decision making; Chapter 02: Conveying customer benefits through loss aversion and the endowment effect; Chapter 03: Achieving urgency and exclusivity through the scarcity principle; Chapter 04: The reciprocity principle and the marketing value of give to get; Chapter 05: Social proof Harnessing the power of people like us, and the people we like; Chapter 06: Storytelling Increasing consumer involvement and engagement; Chapter 07: Autonomy bias Harnessing the human need for control; Chapter 08: Encouraging sales and loyalty through the consistency principle and the Zeigarnik effect; Chapter 09: Information gap theory Prompting consumers to take action through curiosity and the need to know; Chapter 10: Tapping into the authority principle to stand out and prompt responses; Chapter 11: Choice architecture and status quo bias How to use inertia to get things moving; Chapter 12: Labeling and framing Making people see things your way; Chapter 13: Increasing action through automatic compliance triggers and reasons; Chapter 14: Maximizing the impact of your marketing copy and language; Chapter 15: Increasing desirability though triggering availability bias; Chapter 16: Creating stand out marketing communications through context, rewards and unpredictability; Chapter 17: Temporal discounting and temporal landmarks The effects of time on behavior
Chapter - 01: Emotional and rational elements in decision making;
Chapter - 02: Conveying customer benefits through loss aversion and the endowment effect;
Chapter - 03: Achieving urgency and exclusivity through the scarcity principle;
Chapter - 04: The reciprocity principle and the marketing value of give to get;
Chapter - 05: Social proof - Harnessing the power of people like us, and the people we like;
Chapter - 06: Storytelling - Increasing consumer involvement and engagement;
Chapter - 07: Autonomy bias - Harnessing the human need for control;
Chapter - 08: Encouraging sales and loyalty through the consistency principle and the Zeigarnik effect;
Chapter - 09: Information gap theory - Prompting consumers to take action through curiosity and the need to know;
Chapter - 10: Tapping into the authority principle to stand out and prompt responses;
Chapter - 11: Choice architecture and status quo bias - How to use inertia to get things moving;
Chapter - 12: Labeling and framing - Making people see things your way;
Chapter - 13: Increasing action through automatic compliance triggers and reasons;
Chapter - 14: Maximizing the impact of your marketing copy and language;
Chapter - 15: Increasing desirability though triggering availability bias;
Chapter - 16: Creating stand out marketing communications through context, rewards and unpredictability;
Chapter - 17: Temporal discounting and temporal landmarks - The effects of time on behavior
Rezensionen
"Marketing professionals can benefit greatly from this book. Its engaging style and numerous research-based takeaways make it a standout in the field." Robert Cialdini, Author of Influence and Pre-Suasion
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