Описание книги
About the product Buying behavior is uncharted territory for marketers and sellers. In 2002, Daniel Kahneman won the Nobel Prize for proving that most people make irrational decisions. Indeed, the evolution of the human brain goes back millions of years, during which we have had to flee more often from leopards than to follow the Dow Jones. Modern companies write copy and create value for the product, often without knowing what exactly makes people buy. This book is the key to understanding the hidden decision-making mechanisms of today’s shoppers. Nikolay Molchanov — PhD in Psychology, MBA at INSEAD Business School, one of the best experts in customer behavior management. The author of one of the most popular Telegram-channels of the Runet «Psychology of Marketing», which is read by more than 60,000 people. In his book, he explains how the human brain works and how psychology can help improve the efficiency of a company — from product development to business process management. • Why is the decision-making mechanism the same when buying a bath mat and when choosing which way to swipe a photo on Tinder? • How are shocked Puerto Rican rhesus monkeys related to our love of being smart, and what does that mean for marketing? • What is the “IKEA effect” and how can you use it to increase your profits? Abstract The evolution of the human brain goes back millions of years, during which we had to run away from leopards more often than to keep track of the Dow Jones. Modern companies write copy and create value for the product, often without knowing what exactly makes people buy. This book is the key to understanding the hidden decision-making mechanisms of today’s shoppers. Nikolay Molchanov explains the laws of the human brain and how psychology can help improve the efficiency of a company — from product development to business process management. …
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