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The Business of Choice: How Human Instinct Influences Everybody's Decisions 2ed: How Human Instinct Influences Everyone's Decisions Hardcover – 15 September 2020

5.0 out of 5 stars 8 ratings

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The insights that Matthew brings about how we really make choices are interesting and relevant to anyone working in marketing or selling, but are even more astonishing and invaluable to anyone with the curiosity about the human condition.' -- Alan Jope, CEO, Unilever<br \><br \>'Understanding how it is that human beings make choices―the complexity of inputs, the evolutionary success factors, and the cognitive processes―makes for fascinating subject matter. Matthew’s experience in advertising and his understanding of the science of decision making come together here to make for an insightful and incredibly useful tool.' -- Jennifer Sey, CMO Global Brands at Levi's, and one of Forbes’ “World’s Most Influential CMOs 2019"<br \><br \>'Matthew Willcox bridges the practical and academic worlds of marketing better than anyone I know. In The Business of Choice, he lucidly explains what marketing practitioners can learn from marketing academics―and vice-versa and makes an excellent case for strengthening the ties between the two disciplines. The result is a fascinating and charming read.' -- Adam Alter, Associate Professor of Marketing. NYU Stern School of Business, and New York Times best-selling author of Drunk Tank Pink: And Other Unexpected Forces That Shape How We Think, Feel, and Behave and Irresistible: The Rise of Addictive Technology and the Business of Keeping Us Hooked<br \><br \>'The Business of Choice shines a light on the deep human truths that have driven behavior for millions of years. Incorporate these into your marketing, and the chances are you will be tapping into something truly fundamental for your brand.' -- James Hallatt, Senior Vice President, Vemedia Consumer Health Group<br \><br \>'The Business of Choice is revolutionary. Informed by psychology and neuroscience, and infused with wit, it challenges the very foundations of rationality on which modern marketing is built and invites us to see people as they are – complex, emotional, irrational, human.' -- Kofi Amoo-Gottfried, VP of Marketing, DoorDas<br \><br \>'The Business of Choice is a brilliant tour of human behaviour that is of interest way beyond marketing. It has helped me as a Physician - with patients and colleagues alike - particularly in my role driving the behaviour change needed for transition to models of digital health.' -- Nicholas Peters, Professor of Cardiology at Imperial College and head of DASH (Devices, Apps, Sensors in Health)<br \><br \>'I found The Business of Choice to be afresh illuminating and entertaining read that helped me reframe how I think about solving my business objectives. As a marketer, the more I understand how and why people make the choices they do, the better chance I have of creating offers or communications that respect people’s natural tendencies and desires. Matthew's book is insightful, humorous and actionable.' --Rebecca Van Dyck, Chief Marketing Officer, AR/VR at Facebook

'There are many great reasons to choose this book, all of which you’ll understand better by the time you get to the end of it.' --Mark Barden, Partner, eatbigfish, and author of A Beautiful Constraint

'How we human beings make decisions is complex and fascinating, and nobody brings that to life quite like Matthew Willcox. His deep knowledge and practical insights are invaluable, not just for marketers, but for anyone in the business of understanding and influencing decisions. And that’s everyone in business.' --Matt Williams, Managing Partner at Brand Federation, Visiting Clinical Professor at William & Mary Raymond A. Mason School of Business

About the Author

Matthew Willcox runs a behavioural science insights and choice architecture consultancy. He is one of the pioneers of the application of behavioral insights to marketing and founded The Institute of Decision Making in 2009 as a bridge between marketers and scientists who study human behaviour.

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Product details

  • Publisher ‏ : ‎ Emerald Publishing Limited; 2 edition (15 September 2020)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 380 pages
  • ISBN-10 ‏ : ‎ 1839820713
  • ISBN-13 ‏ : ‎ 978-1839820717
  • Dimensions ‏ : ‎ 15.24 x 1.91 x 22.86 cm
  • Customer Reviews:
    5.0 out of 5 stars 8 ratings

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Matthew Willcox is one of the pioneers of the application of behavioral science insights to the practice of marketing. He founded The Institute of Decision Making in 2009 as a bridge between marketers and scientists who study human behavior, and currently runs The Business of Choice, a behavioral science insights and choice architecture consultancy. Matthew 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, Unilever, Nestle, Shell and GlaxoSmithKline get their products chosen, and in the process, has won eight Effie awards for effective communication. He has acted as a subject matter expert on behavior change for the Food and Drug Administration and a number of NGOs and development agencies. He is a frequent speaker at business schools and at marketing and communication events, including multiple appearances at the Cannes Lions. His book, "The Business of Choice" was named winner of Marketing Book of the Year 2016, a global competition organized by Marketing &amp; Sales Books, and co-winner of the prestigious Berry-AMA book prize organized by the American Marketing Association.

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Ralph K
5.0 out of 5 stars Highly recommended - both insightful and a great read.
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5.0 out of 5 stars The best single volume guide to using behavioral economics to increase marketing success
Reviewed in the United States on 11 October 2020
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David E Roberts
5.0 out of 5 stars The best for applying behavioral science to marketing/business issues
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