New Years resolutions are notoriously troublesome – in spite of the best intentions. A recent study found that only 8% of people achieve their New Year’s goals. If people – and businesses – want to do better in 2016, we need to deepen our understanding of the psychology of change.
To help, we’ve curated some top behavioural science reads to inspire you in 2016 – with books for digital marketers, brand managers, salespeople and retailers from our ever-growing booklist.
After all, this new perspective could end up changing the way you do business this 2016.
For the brand manager:
Decoded: The Science Behind Why We Buy by Phil Barden
Taking a style that sits between popular science and a text book; Phil Barden demonstrates how understanding all facets of behavioural decision-making is crucial for marketers and brand managers alike. The book provides detailed frameworks and guidelines, along with useful chapter summaries, to help a marketing practitioner move beyond the theory and being applying this knowledge in real life.
For the designer or digital marketer:
The Smarter Screen: Surprising Ways to Influence and Improve Online Behavior
by Shlomo Benartzi
Outlining the latest research in digital nudging, The Smarter Screen lays out a tool kit of interventions for how digital design can be harnessed to alter our decision making on screens. Providing a range of good ideas and advice; Benartzi describes consumer behaviour between digital and offline worlds, and how best to engage this learning to facilitate positive online behaviour change.
For the salesperson:
The Small BIG: Small Changes that Spark Big Influence by Steve Martin,
Noah Goldstein & Robert B. Cialdini.
The three wise men of the persuasion science world; Steve Martin, Noah Goldstein and Robert Cialdini explain, in 52 bite size chapters, the best ways to influence people and change behaviour. Supported by research and scientific literature, they provide compelling examples to demonstrate the power of small changes to create big results. Building on Cialdini’s “Influence”, it should contain enough “Aha!” moments to inspire the most hardened of salespeople.
For the retailer:
The Brain Sell: When Science Meets Shopping by David Lewis
David Lewis, dubbed the ”Father of Neuromarketing”, has compiled his years of researching the impact of advertising and shopping on consumer behaviour and brain. This book provides a useful guide to enhancing customer experience by capitalising on scientific strategies. Whether you are in charge of a bricks & mortar store, or operating online – this may offer a few new tricks, or alter the way you do business altogether!
Sway: The Irresistible Pull of Irrational Behaviour by Ori Brafman & Rom Brafman
Although ‘Nudge’ and ‘Thinking Fast and Slow’ offer more in-depth accounts of the influencers behind our decision-making – Sway is more approachable, containing easy-to read experiments and examples of our unconscious thinking that don’t require a huge amount of brain power to digest. Perfect for the January fatigue.