Science Not Sorcery: Behavioral Economics for Marketers - Sullivan, Rebecca L.
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A practical guide to the irrational consumer. >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…mehr

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A practical guide to the irrational consumer. >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. >Supercharge your marketing strategies with insights from behavioral economics and let your clients think you're a magician.
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Autorenporträt
Rebecca has practiced marketing for over fifteen years, primarily within the agency space, where she influenced marketing strategies for an extensive range of brands. She honed her talent for distilling esoteric research into actionable insights while teaching required courses in marketing research and economics, which students tend to meet with little enthusiasm. Rebecca is currently on Michigan State University's Broad College of Business faculty, where she teaches consumer insights courses for graduates and undergraduates.