The Business Of Choice: Marketing To Consumers' Instincts

Hardcover | March 10, 2015

byMatthew Willcox

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Named Marketing Book of the Year for 2016 by Marketing & Sales Books!

Reshape Consumer Behavior by Making Your Brand the Instinctive, Intuitive, Easy Choice

• Discover powerful new ways to simplify and guide consumer decisions
• Gain actionable insights into social influence, how people plan, and how they interpret the past
• Leverage surprising advances in neuroscience, evolutionary biology, and the behavioral and social sciences


Whatever your marketing or behavioral objective, you’ll be far more successful if you know how humans choose. Human intuitions and cognitive mechanisms have evolved over millions of years, but only now are marketers beginning to understand their impact on people’s decisions. The Business of Choice helps you apply new scientific insights to make your brand or target behavior the easiest, most instinctive choice.


Matthew Willcox integrates the latest research advances with his own extensive enterprise marketing experience at FCB’s Institute of Decision Making. Willcox explains why we humans often seem so irrational, how marketers can leverage the same evolutionary factors that helped humans prosper as a species, how to make decisions simpler for your consumers, and how to make them feel good about their choices, so they keep coming back for more!

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From the Publisher

Named Marketing Book of the Year for 2016 by Marketing & Sales Books! Reshape Consumer Behavior by Making Your Brand the Instinctive, Intuitive, Easy Choice • Discover powerful new ways to simplify and guide consumer decisions• Gain actionable insights into social influence, how people plan, and how they interpret the past• Lever...

From the Jacket

Today, your customers face more choices, through more channels, in a world that seems to move faster then ever. To successfully influence those choices, marketers need to understand how humans choose.   The work of thousands of decision science researchers around the world seeks to provide the answers to this. In The Business of Choi...

Matthew Willcox is Founder and Executive Director of the Institute of Decision Making, which is part of FCB, a global and fully integrated marketing communications company within the Interpublic Group of Companies, IPG. The Institute of Decision Making is a unique offering, charged with bringing the findings from scientists who study ...
Format:HardcoverDimensions:256 pages, 9.1 × 6.3 × 1 inPublished:March 10, 2015Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0134053451

ISBN - 13:9780134053455

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Extra Content

Table of Contents

Preface     xi

Part I The Business, Science, and Nature of Choice     1
Chapter 1 The Business of Choice     2
Chapter 2 The Ever-Advancing Science of Choice     10
Chapter 3 The Natural History of Choice     22

Part II Getting Practical Today     33
Chapter 4 Shortcuts Versus Analysis—Ignoring Is Decisional Bliss     34
Chapter 5 Getting Familiar     41
Chapter 6 Thanks for Sharing (Whether You Meant to or Not)     53
Chapter 7 Now, and the Future—Different Places with Different Rules     68
Chapter 8 Loss and Ownership     79
Chapter 9 Make People Feel Smart, Attractive—or Even Lucky…     95
Chapter 10 Make It Easy—For the Mind and the Body     105
Chapter 11 Never Be Above Comparison     121
Chapter 12 If Content Is King, Context Is Queen     135
Chapter 13 Same and Different; Nature and Nurture     154
Chapter 14 The Power of Affirmation     172

Part III Looking Forward     179
Chapter 15 Think Differently about Market Research     180
Chapter 16 Think Differently about How You Work     197

Conclusion     208
Appendix Reading List and Resources     210
Index     213

Editorial Reviews

“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 remotest curiosity about the human condition.”—Alan Jope, President, Personal Care, Unilever “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, Global CMO, Levi’s, and author of Chalked Up “How we human beings make decisions is complex and fascinating, and nobody brings it 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, CEO, The Martin Agency “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 “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, Global Head Oral Health Category, GSK Consumer Healthcare “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