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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