The business of choice : how human instinct influences everyone's decision

Half Title Page
Title Page
Copyright Page
Praise Page
ACKNOWLEDGMENTS
Contents
LIST OF FIGURES AND TABLES
Preface
Part I-THE BUSINESS, SCIENCE, AND  NATURE OF CHOICE
	1-THE BUSINESS OF CHOICE
	2-THE EVER-ADVANCING SCIENCE  OF CHOICE
	3-The Natural History of Choice
		Congratulations for Being Part of Our Successful Team!
		Human Nature (Sometimes) Comes Naturally to Marketers
Part II-PART II GETTING PRACTICAL TODAY
	4-Shortcuts versus Analysis –Ignoring is Decisional Bliss
	5-Getting Familiar
	6-Thanks for Sharing (Whether You Meant to or Not)
		Other People’s Faces
		Other People’s Behavior
	7-Now, and the Future – Different Places with Different Rules
	8-Loss and Ownership
		Scarcity
	9-Make People Feel Smart, Attractive – or Even Lucky
	10-Make It Easy – For the Mind and the Body
	11-Never Be Above Comparison
	12-If Content is King,  Context is Queen
		Context Activates Evolutionary Goals
		How People Get Labeled (or Label Themselves) Affects Their Behavior and Others’ Behavior Toward Them
		From Macro to Micro, Our Environment Affects Our Choices
		How We Feel – The Unrelated Emotions that Individuals Bring to Their Decisions
	13-Same and Different; Nature and Nurture
		Human Nature
		Genetic Makeup
		Culture
		Life Experience
	14-The Power of Affirmation and Sparking Joy
Part III-LOOKING FORWARD
	15-Think Differently about Market Research
		What People Say They Like Can Change … Unintentionally
		What Might Lead Us to Better Marketing Research, Then?
			Better Understanding of the Cognitive Biases and Heuristics that Drive the Pre-conscious Aspects of Decision Making
			Implicit Association Measures
			Facial Expression Recognition
			Eye Tracking and Pupillometry
			Electrodermal Activity
			Neuroimaging and Analysis
		fMRI
		EEG
		Behavioral Testing/RCTs
		In Summary
	16-Think Differently about How You Work
	17-Choosing without Choosing – Artificial Intelligence and Choice
Conclusion
Index