"25 assumptions to understand what motivates decision making"


And this time a book. Another.

One that helps marketers and advertisers understand what motivates consumers and how they behave when interacting with brands and their products.


"Como vender mais..." (The Choice Factory, in the original - and it even makes more sense) by Richard Shotton is brilliantly written, namely for the simple and objective way in which it focuses on the main traits of behavior in the face of contact and choice of marks.


Full of examples and arguments, whether from studies or tests and experiments carried out by author Richard Shotton, which illustrate how behaviors are processed and how we all end up "functioning" as influenced agents in the economy.


Based on behavior economics, consumer behavior (consumer behavior) and consumer experience (CX), fields of study that intersect, he explains how it works (as he says "not exhaustively ") purchase behavior and how it is conditioned.


By selecting the 25 main conditioning points, and also illustrating with examples of his experience as a professional in the area of business communication, he manages to provide clues and recommendations on how to act in each one.


There are 25 conditioning factors in the areas of behavior that can influence the decision-making process, which the book presents to us, whether used alone or in a complementary way.


Naturally, we are not going to describe the details of the 25 assumptions he uses in his book, because it would spoil the reading for those who do not yet know the book, and this is not a matter of summarizing the content.


But we are going to list them, just to whet your curiosity, because how they are exposed will make you want to understand their context and, in some cases, their meaning and application.


These are the assumptions analyzed, which end up constituting almost the book's index:

  1. The fundamental attribution error

  2. the social proof

  3. The negative social proof

  4. the singularity

  5. The habit

  6. the pain of payment

  7. The danger of declared data

  8. the state of mind

  9. The relativity of prices

  10. The primacy effect

  11. The Expectation Theory

  12. The confirmation assumption

  13. overconfidence

  14. the illusory vision

  15. The media context

  16. the curse of knowledge

  17. Goodhart's Law

  18. the gaffe effect

  19. The Winner's Curse

  20. the power of the group

  21. The Vebleu effect

  22. The replicability crisis

  23. the variability

  24. The cocktail effect

  25. Scarcity or rarity


Understanding these behaviors and how to apply them to consumers and your brand persona (or personas) can give you a competitive advantage.

Applying them means getting to know better the forms of decision-making and the behaviors (and psychological processes) of the public.


Once again it is demonstrated that the consumer experience, and the purchase behavior that has been studied, for a long time, by behavioral economics.

Although now greater importance is given, namely in what is called the "Consumer Experience" (CX).


There is a similarity with what other specialists, such as Paco Underhill have done in books such as "Why we buy", Daniel Kahneman in his various works or Robert Cialdini.


It's a good read for anyone in marketing, advertising and other areas who have to deal with the more intricate aspects of the buying process and how to "reach" consumers.


And now? Will you contain your curiosity or will you throw yourself at the information and knowledge of this book that has been a reference?

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