Jul 27, 2023

Using Behavioral Science in Marketing

Drive Customer Action and Loyalty by Prompting Instinctive Responses

Nancy Harhut

Hosted by Dan Hill

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Summary

Behavioral science recognizes that human beings aren’t so much pro-active decision-makers as they are people seeking to take short-cuts and operate in default mode to save mental energy. This book covers a range of behavioral science principles and biases, applied in this case in terms of six emotional markets: a desire for Self-Expression, Exploration, Interpersonal (relationships), dedication to Causes and Nurturing, while also seeking Affirmation.

In Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses (Kogan Page, 2022), Nancy Harhut takes on the challenge of illustrating in each case one or two behavioral science principles that may fit best, providing examples to flesh out her rationale. Finally, the episode ends with an example of just how important Autonomy is as a human desire, as illustrated by what happened in an experiment involving an assisted living facility in Colorado. Tune in to learn what this experiment discovered!

Nancy Harhut is Co-Founder and Chief Creative Officer at HBT Marketing, whose clients have included H&R Block, AARP, Four Seasons and TransAmerica. Prior to those roles, she served in senior creative positions at advertising agencies within the IPG and Publis networks. She’s been recognized as an Online Marketing Institute Top 40 Digital Strategist and Ad Club Top 100 Creative Influencer.

Dan Hill, PhD, is the author of ten books and leads Sensory Logic, Inc. (https://www.sensorylogic.com). His latest two books are Blah Blah Blah: A Snarky Guide to Office Lingo and Emotionomics 2.0: The Emotional Dynamics Underlying Key Business Goals.