Chapter 1. The Business of Choice Chapter 2. The Ever-Advancing Science of Choice Chapter 3. The Natural History of Choice Chapter 4. Shortcuts Versus Analysis—Ignoring Is Decisional Bliss Chapter 5. Getting Familiar Chapter 6. Thanks for Sharing (Whether You Meant to or Not) Chapter 7. Now, and the Future—Different Places with Different Rules Chapter 8. Loss and Ownership Chapter 9. Make People Feel Smart, Attractive—or Even Lucky Chapter 10. Make It Easy—For the Mind and the Body Chapter 11. Never Be Above Comparison Chapter 12. If Content Is King, Context Is Queen Chapter 13. Same and Different; Nature and Nurture Chapter 14. The Power of Affirmation Chapter 15. Think Differently about Market Research Chapter 16. Think Differently about How You Work Chapter 17. Choosing Without Choosing—Artificial Intelligence and Choice
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.
'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*
'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"*
'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*
'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*
'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*
'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)*
'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*
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