Beschreibung:
How Do People Really Make Decisions? We all like to believe that logic, facts, and common sense play a role in our decision-making processes. But that's rarely the case. More often than not, we use unconscious mental shortcuts to help us evaluate the choices that are laid out before us. Sometimes these shortcuts are based on prior information, and sometimes they're based on faulty assumptions we make about the data we're working with. These mental shortcuts are called cognitive biases, or heuristics. None of us are immune to them. We all use them in our decision-making process, whether we're aware of it, or not. Whatever product or service you're marketing, everything you do is about getting customers to make a choice and cognitive biases affect every choice we make. In reading this book, you'll come to discover how you can take advantage of these biases we're all predisposed with. How you can use them to acquire more customers, and multiply your sales. And all without them knowing what you're doing.
How Do People Really Make Decisions?
We all like to believe that logic, facts, and common sense play a role in our decision-making processes. But that’s rarely the case. More often than not, we use unconscious mental shortcuts to help us evaluate the choices that are laid out before us. Sometimes these shortcuts are based on prior information, and sometimes they’re based on faulty assumptions we make about the data we’re working with.
These mental shortcuts are called cognitive biases, or heuristics. None of us are immune to them. We all use them in our decision-making process, whether we’re aware of it, or not.
Whatever product or service you’re marketing, everything you do is about getting customers to make a choice – and cognitive biases affect every choice we make.
In reading this book, you’ll come to discover how you can take advantage of these biases we’re all predisposed with. How you can use them to acquire more customers, and multiply your sales. And all without them knowing what you’re doing.
1-Introduction; 2-Angels in Advertising: Understanding the Halo Effect; 3-Attentional Bias: Why We Notice What We Notice; 4-Base-Rate Fallacy: Hard-Wired for Judgment; 5-Confirmation Bias: I Know What I Know; 6-Distinction Bias: Less Is More; 7-Good Money after Bad: The Irrational Escalation Bias; 7-Happily Ever After: The Impact Bias; 8-Hyperbolic Discounting: Give It to Me Now; 9-I Made It Myself: The IKEA Effect; 10-Loss Aversion: Don't Take What Belongs to Me; 11-More Is Better (Even When It's Not): The Information Bias; 12-Negativity Bias: When Bad Is Good; 13-Post-Purchase Rationalization: Why Did I Buy This?; 14-Reciprocity: Building Trust and Obligation; 15-Status Quo Bias: Leave Things the Way They Are; 16-The Ambiguity Effect: The Role of Uncertainty in Purchasing Decisions; 17-The Anchoring Effect: You Are Here; 18-The Availability Heuristic: Simplified Decision-Making; 19-The Bandwagon Effect: Everyone Else Is Doing It; 20-The Conjunction Fallacy: If the Shoe Fits; 21-The Decoy Effect: Marketing Sleight of Hand; 22-The Framing Effect: Why Presentation Matters; 23-The Hot Hands Fallacy: Are Winning Streaks Real?; 24-The Ingroup Bias: Birds of a Feather; 25-The Mere Exposure Effect: Acquired Tastes; 26-Conclusion
