Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses

An amazing book for any marketing professional at any stage of their career! I’ve been working in marketing for over 20years and I love this book. It is full of real world information that you can apply across the marketing of any product or service!

A wonderfully informative book packed full of usable information from someone who knows what she is writing about. I’m only half way through, but am busy highlighting new information that I use in my marketing straight away. An absolute must for anyone in business.

My only regret is not buying this sooner! It brings together two areas of interest for me, marketing and the psychology of human behaviour. It’s easy to digest but not too simplistic that I think “well I already know this”. My business isn’t actually marketing but this is key info for most people in the professional world and will benefit a wide audience

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.

If you are in marketing, then you should read this book. Nancy brings together 25 principles which you can use in your marketing to help create desire in your prospects and customers. For example, what does it mean that people make decisions both emotionally and rationally? What on earth is loss aversion and the endowment effect? How can you create urgency? Reciprocity, etc The book is easy to read and Nancy backs up the principles with data and case studies to really bring the points alive. This is now one of my “must read” recommendations to people who are in marketing.

This book is may be of use to email, and direct response, copywriters. But too many of the concepts are set in a pre-2020 mind-set. It completely ignores the use of behavoural science for pricing which is just plain bonkers! Nothing on graphic design - doesn't even mention colours! The content on writing for the web is close to non-existent! Nothing on TV! Nothing on market segmentation and a whole range of other marketing processes!

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!

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. Überall 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. Außerdem 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!!!

10/10

One of my all-time favorite marketing books. The case studies, the structure, the science. It covers all the essentials for understanding how to hone in on behavioral science to boost Marketing performance. Buy it. Keep it next to your desk. Every marketer needs this book.

I really move this book. In my opinion it’s truly astonishing. As the title suggests it brings behavioral science in the context of marketing. I learned so much! 💪🏻