Science Not Sorcery

A practical guide to the irrational consumer. Behavioral economics has been on our radar for a while, but time-crunched marketers can't sift through mountains of academic research on the human mind in hopes of uncovering insights that will be helpful today. In Science, Not Sorcery: Behavioral Economics for Marketers, Sullivan uses examples from pop culture, academic research, and the marketing world to elucidate the many irrationalities of consumer behavior. She takes a pragmatic approach to unpacking the science and offers clear, practical marketing advice like the following. Personal narratives are more relevant to purchase decisions than objective reality. You probably don't need to respond to negativity on social media. Luxury brands shouldn't claim their products will bring happiness. It's usually better to focus on market share, not loyalty. Traditional brainstorming is counterproductive. Framing effects and context influence decisions more than personality. Marketing plans and New Year's resolutions fail for the same reasons. Supercharge your marketing strategies with insights from behavioral economics and let your clients think you're a magician.