Dan Monheit, behavioural science expert and founder of creative agency Hardhat, has written The Why, The Book.
Following on from his fortnightly newsletter, The Why, it answers 30 questions about weird yet relatable human behaviours featuring book design and illustrations from Good One Creative.
The Why, The Book explains the subconscious cognitive biases responsible for our largely ridiculous yet entirely predictable actions and how brands can leverage them to create more effective marketing campaigns and strategies.
It provides creative solutions designed to help business leaders and marketers understand the quirks of human nature and bypass biases to create better strategies for behavioural change.
Monheit said: “Decision-making is influenced by cognitive biases, emotions, and other factors that lead to choices that are not always rational. Yet businesses often base their go-to-market strategies on the assumption that humans make thought-out logical decisions, and are then left wondering why their approach falls short. The Why readdresses the balance.
“By understanding these biases, marketers can create campaigns and strategies much more likely to resonate with consumers.
“The idea of The Why came about from genuinely wanting people working in the industry to achieve greater insight into the subconscious biases that drive us and motivate us to take action. Applying principles from psychology and behavioural science also helps us create products and services that go to the heart of customers' needs.”
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