In the past, good marketing was recognized for its persuasive power, but the “why” behind its effectiveness remained a mystery. Now, with the rising popularity of behavioral economics, marketers have the insights and tools they need to effectively design for action.
Whether creating healthy habits, influencing public policy, or building brand loyalty, the key to achieving change lies in the field of behavioral science.
Marketing doesn’t produce ROI unless it changes behavior, yet behavioral change remains one of the most challenging tasks for the modern marketer.
Leading academics—including BJ Fogg, the father of behavior design—agree that behavior change requires three things: 1) the motivation to engage in a behavior; 2) the ability to perform the behavior; and 3) a trigger that cues the behavior at the right time and in the right context.
Learn 10 expert tips for marketers to design brands, experiences, messages, and services that elicit desired behaviors.